Telecommunication sector has grown over last decade while transforming behavioral intentions. New entrants are exploring these behavioral intentions to attract more customers. The aim of this study is to investigate the mediating effect of customer satisfaction in telecom industry on service quality, brand image and customer retention relationship. Furthermore, it identifies the key determinants of customer retention related to telecom service providers. A fully structured questionnaire survey was conducted to collect data from 310 mobile users. Non-probability sampling technique was adopted for data collection. Regression analysis and Sobel test technique were practiced to analyze the data. The result showed that customer satisfaction mediates the relationship between service quality, brand image and customer retention. Moreover, this study found that service quality, brand image and customer satisfaction are the strongest predictors of customer retention in telecom industry of Pakistan. Therefore, to gain customer loyalty, organizations should focus current-users and target-users by providing sterling service quality

The chapter describes brand equity and its types. Moreover, it brings unique pieces of work representing the phenomenon of internal brand management (IBM) along with the impact of employee-based brand equity (EBBE) on customer-based brand equity (CBBE). There are mainly three types of brand equity: financial brand equity, CBBE, and EBBE. The author has referred to the literature on EBBE and CBBE in chronological order. The prominent models of CBBE and EBBE are briefly discussed. The impact of EBBE on CBBE is highlighted; moreover, the combined effect of both EBBE and CBBE on the market performance of the organization is described through a framework. The application of EBBE across various industries is also discussed in the chapter. The author has cited the most significant work on brand equity in a descriptive way highlighting the importance of brand equity in general and the impact of EBBE on CBBE in particular. The importance, integration, and combined effect of EBBE and CBBE on market performance have been discussed.