1.

Customer Satisfaction:
Customer satisfaction is a personal feeling of either pleasure or disappointment resulting from the valuation of services provided by an organization to an individual in relation to expectations. Customer satisfaction, as a construct, has been fundamental to marketing for over three decades. As early as 1960, (Keith, 1960) has defined the marketing as satisfying is the needs and desires of the consumer satisfaction. And in 1982, (Hunt, 1982) reported that by the 1970s, the interest in customer satisfaction by the company had increase to such an extent that over 500 studies were published for the customer satisfaction and how gain the customer loyalty. According to (Westbrook and Reilly, 1983) proposed the value-percept theory, which defines the customer satisfaction as an emotional response caused by a cognitive-evaluative process, which is the comparison of the product or service to one's values rather than an expectation. So, satisfaction is a discrepancy between the observed and the desired for the customer. Marketers are paying too much attention to the satisfaction of the customers in telecom industry in Pakistan. To satisfy the customer in the best way is considered a competitive advantage. Satisfaction is an overall experience of consumer with a certain product of service and repeat purchase is also considered in it (Fornell, 1992). Oliver (1997, 1999) defined satisfaction as fulfillment in a pleasurable way. Mouri (2005) ascertains that experience which satisfies the need and desire of customer may increase the possibility of long term relationship. A customer requires different satisfaction level at different stages of relationship. (Spath et al., 2007). Customer satisfaction is a process is defined the evaluation between what was received and what was expected (Oliver, 1977, 1981; Olson and Dover, 1979; Tse and Wilton, 1988), emphasizing the perceptual, evaluative and psychological processes that contribute to customer satisfaction. (Vavra, 1997, p. 4) By increasing the customer satisfaction will show the direct relationship for the affect companies and market share, which leads to improved profits, positive recommendation, lower marketing expenditures of the companies (Reichheld, 1996; Heskett et al., 1997), and greatly impact the corporate image and survival.(Pizam and Ellis,1999). Service providers frequently place a higher priority on customer satisfaction, because it has been seen as a prerequisite to customer retention. As a positive outcome of marketing activities, high customer satisfaction leads to repeat visitation to stores, repeat product purchases, and word-ofmouth promotion to friends (E.W. Anderson, C. Fornell, D.R. Lehmann, 1994 58, July.53-66. J. M. Bloemer, and H. Kasper, 1995, 16: 311-29).While low customer satisfaction has been associated with complaining behavior [19]. A satisfied customer often stays loyal longer, and is likely to patronise the firm in future (P. Kotler, G. Armstrong, 2006). Customer satisfaction can be conceptualized as either transaction-specific satisfaction or cumulative satisfaction (W. Boulding, K. Ajay, S. Richard, A.Z. Valarie, 1993). Transactionspecific satisfaction is a customers evaluation of her or his experience and reactions to a specific company encounter (J. M. Bloemer, and H. Kasper, 1995).Cumulative satisfaction refers to

customers overall evaluation of patronage experience from inception to date (I. M. Tahir , N. M. Abu-Bakar, 2007) .