The purpose of this study is to determine the impact of service quality on the overall customer satisfaction in telecommunication industry of Pakistan. Survey questionnaires are used to collect the data from the postpaid users of different telecommunication service providers. Stepwise regression analysis is used to examine the research hypothesis. The results show that service quality has positive association with the overall customer satisfaction. This study is a unique approach, which describes the factors affecting customer’s satisfaction. The findings of this research provide insights for the managers to develop and maintain the customer’s desired service quality. Implications for marketing strategists and researchers are presented
