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.