LATEST Asad Thesis 8th Jan 2016 (1)
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Impacts of Customer Satisfaction on Customer Loyalty & Switching Behavior with a moderating role of Perceived Value CHAP!" I I#"$%CI$# This is the era of co mpetition requires the organizations to continue the capability of high service as a sustainable competitive advantage. Customer satisfaction and loyalty has increased due to delivery of best services to them. With the emergence of high-speed wireless network and the ris ing mar ket per cept ion of mobile phon es, the nee d to anal yz e cus tomer sat isf acti on is increasing. ver since the mid-!""#s, mobile phones have become ubiquitous in developed and underdeveloped countries. $n !""% there were only &!' million people throughout the world who were cons umers of mobil e technol ogy, throug h this numb er has enlar ged in year &## ! to "(# million and become &.( million in &##'. )ue to strong rivalry, the market has been growing, reaching its present penetration rate of over !##*. +akistan has in few countries who adopted cellular and data services very rapidly. )ue to most rapidly growing sector of business, $n &##' overnment of +akistan issued license to diffe rent compa nies on globe to start operat ions. $n &#! overn ment of +akist an issue d license to and cellular services, there is a big competition between the e/isting cellular service providers, customers satisfaction is very important for a mobile operator0s success. 1ccording to 2preng and 3ackoy, 4!""(5 marketing theory and practice has a basic concept Customer satisfaction. $n the modern age of competitiveness the important factor t o sustain the competitive benefit is to provide best services to the users to satisfy their needs 42hemwell et al., !""65. $n the modern period the organization have shifted their model of quality of their service according to the customer0s perceptions 4+arasuraman et al., !"6'5. )epending on this scenario service user will practice the quality of service if this service if this service fulfills his needs 4r7nroos, !"68 +arasuraman et al., !"6', !"665. 3any resea rches whi ch were cond ucted on this ar ea indica tes that s pread ove r of the ser vice e/cellent features will results in customers gratification 4ronroos, !"68 +arasuraman et al.,
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