Abstract:
The main purpose to conduct this study is to determine ways to stay ahead in the competition in service-oriented industry, typically telecom sector of Pakistan also, in order to gain competitive advantage among the competitors and ultimately increase profits of the company. In that pursue, elements in the study are identified that causes dissatisfaction among customers and ultimately their impact on customer relationship journey has been discussed. Data for quantitative analysis is taken from 137 respondents that were categorized in stratified samples, of age group 20 to 49, all living in urban areas of the country and were somehow, part of the telecom service industry as either service provider or customer. Principal finding of this research is that poor service quality, weak customer relationship marketing and a negative customer complaint experience mainly cause dissatisfaction that holds an immense impact on customer relationship profitability. In addition, this study shows that improving service quality will increase satisfaction level of customer and will increase company profits to many folds
