Abstract:
The purpose of this project is to identify brand elements effecting customer satisfaction and to
establish relationship between those brand elements and customer satisfaction in telecom
industry of Pakistan. Our target organizations are Telenor and Mobilink, as these are market
leaders in Pakistan and holds maximum share of market so can get variety of opinions. Through
our contemporary research we find out three elements of customer perceived core services, adds
on services and intangibles, which were focused in our study. There is moderating variable “key
success factors” of telecom industry effecting relationship. Relationship is established in
presence of key success factors and in absence as well. Our research is based on questionnaire,
and through our questionnaire we get quantitative data which was then analyzed with the help of
SPSS (Statistical Package for the Social Sciences) software through some tests. Our research
proved that there is positive strong relationship between core services and adds on services with
customer satisfaction. But intangibles possess highly negative relationship with customer
satisfaction. Results are same in presence and absence of key success factors. So customers are
more likely to have better core services and adds on services in Pakistan telecom sector but are
not interested for intangibles in value provided by organizations.
