In the contemporary environment the only constant is change. Therefore, businesses have to
develop different strategies in order to survive in long run. One of the best strategies is about satisfying
the customers that ensure a long term growth of business. Nowadays organizations are well aware of
the benefits lies with retaining customer and strive to know the reasons in black box of customer that
have impact on the brand choice to reduce the turn over rate.
Since satisfied customer is the core concern of any organization therefore they pay close
attention toward the factors that influence a customer’s decision towards brand. The main purpose of
this research study was to investigate the key variables that are having strong influence on customer
satisfaction in telecom sector and influence purchasing decision of customers. This study has
considered the two main important factors as pricing and customer’s services to know its effects on
customer satisfaction. Factors affecting customer satisfaction are key concern for any organization,
department or country because through customer satisfaction any business can establish long term
profitable relationship with customer. The reason behind is once a firm loses its loyal customers it has
to incur a cost of acquiring them again in addition to acquiring the new ones.