Purpose

This research has been conducted to discuss customer loyalty in mobile telecommunication. Study measures different features of service assortment, price satisfaction, quality, employee service and satisfaction to check which attribute influence the loyalty more in mobile telecommunication.

Design/methodology/approach

A survey was conducted in university of Sargodha. For this purpose the questionnaires were filled from the students of different departments of the university who were the customers of any one of the mobile network operators from the five main mobile networks in Pakistan named as Ufone, Telenor, Warid, Zong and Mobilink. The five-point Likert scale was used (where 1 equals strongly disagree and 5 equals strongly agree).

Finding

Research found that Price satisfaction, quality, employee service, service assortment and satisfaction positively related to the customer loyalty. Research also found that Service assortment highly affects the customer loyalty among the all independent variables.

Limitations

This research includes a limitation that the people under consideration of sample are highly educated and young people.

Originality/value

Regardless of the development of new products and services, only some studies have examined customer satisfaction and loyalty in the mobile telecom sector.