[01] Rizwan Qaiser Danish, Hailey College of Commerce, University of the Punjab, Lahore, Pakistan. [02] Farid Ahmad, Hailey College of Commerce, University of the Punjab, Lahore, Pakistan. [03] Adeel Ateeq, Hailey College of Commerce, University of the Punjab, Lahore, Pakistan. [04] Hafiz Yasir Ali, Hailey College of Commerce, University of the Punjab, Lahore, Pakistan. [05] Asad Afzal Humayon, COMSATS Institute of Information Technology, Vehari, Pakistan.

Customer retention is the most important and essential element in telecommunication sector as it caught a great deal of attention for marketing researchers in the last decade in Pakistan. Many service providers are losing their current customers every year due to highly competitive environment. The purpose of this study is to analyse different factors which affect the customer retention, such as satisfaction, trust, corporate image, commitment level, loyalty and switching behaviour of customers. The data was collected through self-administered questionnaires distributed to customers of different service providers. Overall 300 (response rate 68%) useable questionnaires were entered into SPSS and then AMOS was used for analysis purpose. Measurement and structural models were developed in structural equation modeling. The results showed that through Trust, Satisfaction and Loyalty customer retention is increased. Customers repurchase intentions are increased when they are satisfied with company products and services and are getting emotional and functional benefits.

Trust, Satisfaction, Customer Retention, Loyalty

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