Impact of Product Intelligence, Product Customization and Service Quality on Brand Loyalty: A case study on Telecom Industry in Pakistan.

Abstract

With the advent of social platforms like Facebook and WhatsApp the communication industry faces a major transformational disruption and from being a leading industry at one time the Telecom Service Providers are left with an uphill task to remain relevant and profitable in the future. To overcome these challenges, innovation seems to be the only hope for this industry. The dimensions of technology are exceeding the boundaries by leaps and bounds with every passing day. Advancement in the technology of numbers is highly dependent on data at its precedent start. Telecom companies fortunately have enough data to help them analyse the information, define the patterns and design the desired product for the customers. Development in the field of analysis on collected data gives the opportunity to have a complete view of the visual cone of the customers, their demands, needs and even desires. The conclusions from the data backed results can be utilized to target the right persona for successful hit. Data analysis offers new opportunities to achieve the viable advantage in a very competitive field of telecom sector where the margin of relative customer base is very narrow. The aim of this study is to prove the positive impact, a focus on intelligent customized products and good service quality, can have on developing a strong relationship of the customer with the brand in Pakistan’s Telecom Sector. Findings of the study support the impact of target variables (Product Intelligence, Service Quality and Product Customization) on brand loyalty. The study will aid in developing a strong relationship of the customer with the brand in Pakistan’s Telecom Sector. These are the factors that shall then drive customer satisfaction and eventually brand loyalty.