7. Conclusion
The research study has shown that independent variables that are customer services and price fairness
play a very important role in making customer satisfied. Each independent variable not only influences
dependent variable but complement each other as well.
Customer satisfaction is very important as satisfied customer would add value to the brand and
spread a positive word of mouth and help in making good reputation of brand. Satisfied customers
would be able to make long term profitable relationship with brand.
There is significant effect of price fairness on customer satisfaction. If tariff rates charged are
fair and affordable to customers then they use telecom services of that brand for longer period of time
which consistently satisfy their all communication needs.
Similarly if customers are provided with good services such as courteous behavior of sales
person or complaint officer then they feel emotional attachment with their brand of cellular company.
Similarly if thier complaints are solved promptly and commitments are fulfilled then it would provide a
sense of belongingness to the brand. It can be concluded that if any firm wants to be successful over
longer period of time then it has to make its customers satisfied through charging fair tariffs and
memorable customer services so that they can reign over the market