Determinants of Customer Satisfaction in Cellular Industry of Mardan Khyber Pakhtunkhwa, Pakistan

Pakistan's cellular industry has experienced tremendous growth in recent years. A lot of new players have also entered the market to benefit from this expanding sector's potential. Due to this circumstance, Pakistan's top cellular service providers are now engaged in intense competition. To attract customers, businesses are working hard to release more unique and attractive products. Businesses with substantial customer bases are working to lower their substituting costs. The primary focus of cellular service providers is, however, on keeping their current clientele. The goal of this study is to identify the factors that affect Pakistan's cellular industry's ability to retain customers. The six hypotheses that contribute to customer satisfaction in the telecom sectors have been found by the study. A structured questionnaire for the study's analytical portion was delivered. University students were the study's target population. 307 university students were selected at random. Descriptive statistics and linear regression analysis are the foundation of the statistical portion of the analysis. Results were processed using the 16 version of SPSS. According to the findings, Results indicate that independent variable pricing Strategies, tariff, signal strength and call quality proved that there is a positive and significant relationship between dependent variable (customer satisfaction) and the independent variable customer services, customer complaint is a negative relationship with customer satisfaction (dependent variable).