Impact of Price on Customer Satisfaction : Mediating Role of Consumer Buying Behaviour in Telecom Sector

The study, conducted with the aim to find out the mediating role of consumer buying behaviour. 68.5 percent respondents represent the young generation of the country, 36 percent students participated in the response. As per results, 46 percent respondents' family contain 1-5 members. 567 respondents represents the population of Pakistan. Smart PLS 3.2.7 has been used in the study. In order to measure scale and model bootstrapping, Algorithm, Fornell and Larker criterion (Discriminant Validity) and HTMT (sensitivity of multicollinearity) ratio has been used along with rule of thumbs set of scholars related to results founded. Study filled the gap of mediation of CBB. Research findings involve a direct relationship of price with customer satisfaction. Positive relationship between price and consumer buying behaviour, and positive mediating role of consumer buying behaviour between price and customer satisfaction