Abstract
Factors affecting customer satisfaction has great importance in order to know the reasons and facts that are responsible behind switching in cellular network. Customers are satisfied, when their desires, wishes & needs are fulfill by any brand, used by them. In case of different brands of cellular network like ufone, factors like: Price, service quality, trust and brand loyalty play a great role in customer satisfaction & their brand switching. For this research study, the sample is taken from larkana city. The sample consists of the three batches of Shaheed Mohtarma Benazir Bhutto Medical University Larkana (SMBBMU) and BBA & MBA students of Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology Larkana (SZABIST). Total population consists of 1048 (738 from SMBBMU & 310 from SZABIST). The sample respondents are selected through convenience sampling technique, total sample size is of 104. The analysis of the data will be done through SPSS. Regression method will be used for research. This study will examine which factors influence more to customers in brand switching.