Abstract
An attempt has been made to address the service quality gaps in the telecom sector of Pakistan as well as interrelations of service quality attributes with customer loyalty. Based on applicability and suitability in different industries, SERVQUAL scale has been used in this study to measure the current service level of telecom companies operating in Pakistan and areas where gaps exist in their service quality. Convenient sampling has been used and data collected through questionnaire with sample size of 146 respondents from Bahauddin Zikariya University, Multan, which then analyzed by SPSS 16. Results showed that gaps exist between customer perceptions and their expectations. Major gap exist in network dimension followed by responsiveness and reliability. A correlation analysis was carried out showing positive significant relationships between service quality attributes and customer loyalty. Managerial implications and future research directions are discussed.