Abstract

This article basically examines such particular areas of customer satisfaction that create customer loyalty. There are so many questions that have been answered in this article like what are customer loyalty, how it is generated, if it is generated through satisfaction of the customers then how this satisfaction is created. Once if both satisfaction and loyalty is created then is there any third element which can further increase or stimulate this whole construct. In this article customer satisfaction is taken as independent variable and it is determined by the gap of customer expectations and perceived service quality. Customer loyalty is dependent variable in this article and results of this article shows its dependency on satisfaction aspects of customer as 1 unit rise in customer satisfaction brings customer loyalty about .326 units. Whereas employee’s behavior is taken as mediator to know that how productive employee’s behavior can prove to be for the company to make satisfied customers as loyal for the organization. Although employees’ behavior plays a vital role to construct loyalty from satisfaction aspects of the customer but basically grounds provided for loyal attitude of the customer are more dependent on satisfaction’s elements rather than on employees behavior. For Our research purpose we used different users of mobile or telecom services and the sample size is comprised of 105 respondents from different locations of Pakistan that might represent the whole country. In analysis it was found that customer satisfaction contributes to build customer loyalty and partial mediation results were also obtained. 

Key Words: Customer satisfaction, customer loyalty, employees behavior, customer expectations, perceived service quality.