Impact of Advertisement on Customer Satisfaction in Telecom Sector of Pakistan

Abstract

The growing significance of telecommunications in the economy of a country encouraged many scholars to give more attention to this sector. It is believed that if customers connected to a particular network their extended relations with that network are more important for success of that company. According to recent research, television advertising is the most effective source for effective branding. The aim of this study is to examine impact of television advertisements on customer satisfaction and purchase intention in telecommunications sector of Pakistan. Data is collected using well-structured questionnaire distributed randomly among the telecommunication users and analyzed by SPSS 16 i.e. Multiple Regression model testing and Bootstrap Test for Multiple Mediation. In order to maximize the customer-base and to increase revenue of telecommunication companies in Pakistan, these companies should make investment to make attractive and rotated television advertisements with concurrent offers to stimulate customer’s information about products they are using. Television advertisements not only enhance brand awareness, promote brand image and increase customer satisfaction but also induce customer intention to purchase by providing complete information about products displayed in advertisements.