Companies offer different products and services to differentiate themselves from their competitor. In an organizations, employee's abilities and skills to deal with the customers play an important role in succeeding businesses. They offer superior services to their customers that leads to satisfaction. It has become an essential marketing strategy nowadays. Therefore, in this study we try to investigate the role of customer service skills on customer loyalty via customer satisfaction. Generally, bank customers aware of service facility, but the leading factors to select the best service provider bank are to get more comfort and to save time. Due to this fact, the study examined the effect of problem solving skills, reputation building, customer service culture, Nonverbal and verbal communication skills on which customers' intend to select best Pakistani banks. A sample data of 350 respondents is used to test the hypothesis. Exploratory factor analysis (EFA) and confirmatory factor analysis were used to test the measurement model and structural equation modeling is used to test the hypothesis. Findings from analysis suggest that reputation building skills (RBS), Problem solving skills (PSS), Customer service culture (CSC), nonverbal and verbal communication skills (NVCS) show positive and significant impact on customer satisfaction. It is recommended that, bank should educate their employee about how to deal with customer polite and soft skills to compete with other banks in market and develop marketing strategies through social media and other marketing channels to change consumer's attitude in favor of their particular bank.

Gender inequality is defined as unequal or unjust treatment because of someone’s gender. Generally, females are the victims of such discrimination.. Inequality in terms of gender represents a significant social problem in Pakistan as well as throughout the world. The fact that women receive fewer privileges in terms of economic benefits and education has become a worldwide issue. Even in Pakistan there is a huge gender gap in terms of allocation of economic benefits and education. Not only that, females encounter discrimination in all other areas of life and face violence which has been mentioned in the study. The case study of different women has been used for this study. A sample size of 15 respondents was taken. A structured questionnaire of 23 questions was prepared. It was found that in Pakistan, the violence against women takes place in many forms such as honour killings, acid attacks, early marriages, human trafficking, rapes, sexual harassment at workplace etc. In addition to that, the Islamic concept of gender equality has been explained in order to examine the Islamic practices that take place in Pakistan in terms of gender equality. The data has been collected through secondary sources as well as primary including the interviews of the victims of gender violence, various research journals, scholarly articles, research papers etc

The purpose of this study is to examine the impact of traditional media communication and social media communication in generating the consumer based brand equity. This study provides an important theoretical contribution by introducing prosumers and lead users as for user generated content in the conceptual model. The study has used conventional advertising for measuring traditional media communication whereas, firm and user generated content on social media were used to measure social media communication. The study has employed PLS-SEM to obtain the empirical results. The empirical findings suggested that traditional media communication and social media communication are equally important for creating brand equity. It was also concluded that firm created content has a stronger impact on brand awareness and functional brand image. As far as the user generated content is concerned, the study proposed that Prosumers have a stronger impact on functional brand image while lead users have a significant impact on hedonic brand image.

The introduction of social media in Pakistan has greatly influenced the entire world. It has its footprints not only on social dimension but economic and political dimensions are also facing significant shifts due to the development of social media. The present study is aimed at highlighting the social media impact on social, economic and political facets in Pakistan. Relevant statistics and theoretical data are utilized to achieve the research objectives. This research is pioneer in its kind as it sums-up all the three dimensions i.e. social, economic and political of social media impact in the country. Results of the study reveal that social media in Pakistan is youth and male dominated. Facebook is the most commonly used social media site in Pakistan. It is the usage of social media which makes it either useful or damaging. Marketers have used several means to maintain the brand loyalty of their consumers; social media marketing is one of the modern means. Businesses employ social media experts to decide on content and features of their offers in social media sites. Social media, being youth intensive, is appealing political parties towards it. Pakistani politicians are progressively using social media to stay in close contact with their supporters and to gain the confidence of them.

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