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The switching behaviour in cellular services has been constantly observed in the consumers. Therefore, it becomes difficult for cellular service providers to gain the competitive advantage and retain the consumers. The main focus of this study is to observe the factors that are pushing consumers to switch from their present cellular network. For the collection of data, questionnaire was rotated among the university students. In total, 247 useful responses were used in order to get the findings. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation model (SEM) were used for the evaluation of data. The findings show that inconvenience have a negative and significant impact on switching behaviour of the young adults. As compared to this, service encounter failure and attraction by competitors have a positive and significant impact on switching behaviour of the young adults. This study will help the companies in understanding the behaviour of the cellular subscribers and will also help to sustain them. The article also highlights the factors that are important for the consumers before making decision for final purchase or switching the network.

There is a growing interest found in the study of workplace engagement and it has become a buzzword in the recent years. It is considered HRM's new best friend which is characterized by vigor, dedication, and absorption. However, its paucity results in job burnout which is characterized by exhaustion, depersonalization and a diminished sense of professional accomplishment. Job burnout usually takes place due to erosion of engagement. Moreover, if the burnout issue remains unaddressed, it will ultimately lead the employees to quit and will make creating a congenial working environment an even bigger a challenge for today's managers. The objectives of this study are manifold: to find factorial validity of the original 17-item Utrecht Work Engagement Scale (UWES), 22-item Maslach Burnout Inventory (MBI), and 3-item Turnover Intention Scale by using Confirmatory Factor Analysis (CFA), to check the scores of respective sub-scales for good internal consistency, to test the proposed model through Path Analysis, and finally to establish validity and reliability of the constructs: workplace engagement, job burnout, and turnover intention in the context of Pakistan. For this study, cross-sectional data have been collected through convenience sampling from employees working in Karachi-based service oriented organizations. A Survey with 150 respondents was conducted and after data screening, 138 responses were found usable for analysis. The novel finding of this study was that more absorbed employees in their jobs do not face any kind of burnout syndrome in Pakistani context.

Abstract:The study aimed to analyse the impact of brand image, brand perception, brand preference and brand loyalty on consumer purchase intention in the FMCG industry of Pakistan. It also used entrepreneurial marketing as moderator between the association of brand loyalty, brand perception, brand image and brand preference with purchase intention. The study has used quantitative explanatory research design. In this concern, a sample of 424 responses was collected using convenience sampling technique from different self-service stores and mega malls of Karachi city, Pakistan. Survey instrument was adapted from numerous past literatures and designed on fivepoint Likert measurement scale. The results and findings of the study showed that brand loyalty, brand perception and brand preference have statistically significant and positive impact on purchase intention. Among the three statistically significant variables, brand loyalty has most impact on purchase intention, followed by brand preference and least influenced by brand perception. Additionally, the results showed that entrepreneurial marketing moderates the relationship of brand loyalty, brand perception and brand preference with purchase intentions of consumer toward FMCG brands in Pakistan. However, the results interestingly showed that brand image does not influence purchase intention and also, entrepreneurial marketing does not moderate its relationship with purchase intention in regards to FMCG brands in Pakistan. The study also showed that combination of all the variables has strength to predict 34.1 percent of purchase intention in regards to FMCG brands of Pakistan. The study further provides conclusion, managerial recommendations and future research directions.

Based on SERVQUAL Model, customer loyalty framework, and relationship commitment model, this meta-analysis examines the effect of these well-defined models on customer retention. The study validates the impact of the given welldeveloped models and helps to develop strategies for enhancing and developing customer retention. The study utilized exploratory factor analysis, confirmatory factor analysis, and structural equation modeling to analyze customer retention outcome model. It was found that all three chosen models were found to have a significant impact on customer retention in telecom sector of Pakistan. The study helps in devising strategies for increasing and improving service satisfaction, customer loyalty and customer trust towards an increase in customer retention. The contribution of this study is the construction of the structural path and measurement models of customer retention practices and provides operational competitive outcomes that could facilitate future research on customer retention in service industry.