What Makes Customers Brand Loyal: A Study on Telecommunication Sector of Pakistan
Noor-Ul-Ain Nawaz, Ahmad Usman

Abstract
Recent studies focused on loyalty concept in services sector. Brand loyalty is receiving great deal of attention in telecommunication sector. So there is a need of introducing comprehensive brand loyalty model. This study attempts to provide a broad view of brand loyalty by proposing a model and testing its potential antecedents. The antecedents included in the research are service quality, satisfaction, trust and commitment.A pilot and main study was conducted to test the hypotheses. A sample of 475 customers of cellular network providers was . The results depict that in mobile phone network market, service quality is considered as most important factor of brand loyalty. An indirect positive relationship of service quality and satisfaction to brand loyalty has also been affirmed. As customer retention is critical for strategists in dynamic world of telecommunication sector. So it is important for operators to devise well-structured customer loyalty programs for protecting the customers’ base line.

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