African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4105

Full Length Research Paper

Only customer satisfaction and customer loyalty is not enough: A study of Pakistan’s telecom sector

  Shahid Zaman Khokhar, Farooq Hussain, Tahir Masood Qureshi*, Ibrahim Anjum, Ali Samran and Rizwan Arshad
University of Central Punjab, Lahore, 1-Khayaban-e-Jinnah road, M. A. Johar Town, Lahore, Pakistan.
Email: [email protected]

  •  Accepted: 29 June 2011
  •  Published: 14 October 2011



Service industry is totally reliable upon customer satisfaction because its first stage is to catch the customers and the final achievement is the loyal customer; but this is not enough because there are many things that lie between customer satisfaction and customer loyalty. So this study focuses on it and the major element involved like trust. This research is an attempt to explore the customer’s behavior that how much they become loyal when satisfied and also to look into the pros and cons of the telecom sector boom in Pakistan.


Key words: Customer satisfaction, trust, telecom industry, customer loyalty.