Achieving Customer Purchase Attention Inherit Customer Satisfaction by Providing Service Quality in Telecom Sector of Pakistan

Abstract

In the current era of high competition every organization is trying to achieve the high level of market share which is possible only by achieving high level of sales. Increase in sale volume is achieved by customer’s purchase intention. Current study is empirically examined the service quality effect the customer purchase intention through customer satisfaction (which) while service quality is investigated with three dimensions including reliability, security, responsiveness and communication in the telecom sector of Pakistan. Additionally the theoretical lens used for research model is social exchange theory presented by George Homans in 1958. Current study is quantitative in nature, positivist paradigm explanatory using deductive approach and by using primary data will be collected by survey instrument questionnaire. The Data will be collected from telecom sector of Pakistan and sample will be draw through non probability convenience sampling. This data will be statistically analyzed in SPSS 20th version. All the variable of the modal including service quality, customer satisfaction and customer purchase intention will be empirically tested including descriptive stats, reliability analysis, correlation, regression and mediating analysis of Andrew.F.Hayes model 4. As the telecom sector is information technology base so it’s dynamic and need high tech service quality for increasing customers purchase intention, so the result of the study will be beneficial for telecom companies take with high competition for increasing sales volume. This study will help the marketing management of Zong, Ufone, and Mobilink service providers. As this study is using the theoretical lens of social exchange theory so it’s significant for literature related to service quality, customer satisfaction and customer purchase intention.