Bisma Asif2025-08-062025-08-062019https://escholar.umt.edu.pk/handle/123456789/4435This study aimed at analyzing the effect of service quality and advertising on customer loyalty through customer satisfaction in mobile telecom sector of Pakistan. Customer satisfaction is the factor which is considered as an upshot of better service quality and as a result it urges the customers to continue to use the services which create greater loyalty towards of same service provider. So customer satisfaction is taken as mediating variable in this study. Together with service quality, advertising is considered as another variable that influences the customer to use the services of specific service provider. 215 questionnaires were collected from current mobile users in Lahore, for this research study. Correlation and regression analysis were used to scrutinize the data. The result of the hypotheses testing signified that service quality and advertising has a positive impact on customer loyalty which is mediated by customer satisfaction. The findings of this research study is not only adding knowledge to expand the understanding of service quality and advertising in the field of mobile telecom sector, but also yielding a number of practical implications for mobile users. This study addresses some suggestions that can help mobile service providers in Pakistan to create loyalty in the customers.en-USThesis