The mediation of customer satisfaction and moderation of
Price: Evidence from the generation Y users of cell
phones
Kamran Khan
Assistant Professor, KASB Institute of Technology
PhD Scholar, IQRA University
Dr. Irfan Hameed
Registrar, IQRA University
Abstract
The purpose of conducting this study is to identify and
explain the drivers of brand loyalty with customer
satisfaction as mediator and the role of pricing because
Pakistan’s market is flooded with the presence of
imported or refurbished cell phones. The research is
focused on generation Y of Pakistani consumers. It is
recommended that cell phone companies operating in
urbanized developing societies must give due importance
for activities that would ensure customer satisfaction
and price, if they want to have committed customers in
their targeted markets where there is a surge of
refurbished/imported cell phones. The study will
contribute to the literature of where customer
satisfaction acts as mediator and price as moderator
between customer satisfaction and brand loyalty. The
importance of customer satisfaction and price in brand
loyalty model increases the scope and hence it adds the
value to the literature.
Keywords: brand loyalty, customer satisfaction, price, generation Y.
