Telecom sector of Pakistan is expanding its operations rapidly.

Increasing competition, diversification of services and application of aggressive marketing techniques have appraised customers not only the available facilities but made them conscious about better services. Consequently managers are keener to understand switching behavior of customers in telecom sector. In mobile sector customers who are more sensitive towards service price are more likely to switch to other mobile services. However usage of services would alter their likelihood toward switching. Scientific research on customer sensitivity and switching behavior found that usage of services play critical role on altering customers decisions. Research examined that customers with low usage of mobile services are least price sensitive and therefore are less likely to switch the mobile services despite unfavorable change in prices level. Where as high users of mobile services are more sensitive to price changes and therefore would quickly make decision for any change in price of mobile services. Brand practice, to some degree, has followed a similar path. For a long time, establishing brand awareness and image have been key goals of brand management. Brand marketers, especially in fast moving consumer goods such as food items as well as mass market sports, apparel and electronics items, spend considerable resources to assess and track consumer awareness of brands and brand image. Recently, sophisticated and forwardlooking marketers and research agencies have moved into brand relationship domains incorporating relationship-based ideas such as trust and bonds with a brand into brand management and measurement.Researchers reported that both Brand awareness and Brand image initiated brand trust building in customers perception and when customers built their trust on brand they would likely to attach with that brand. In other words, brand trust could be one of the antecedents of brand attachment. And finally brand attachment bound customer to plan for purchase. Brand researchers have developed several conceptualizations of brands and how brands affect consumer purchases. These conceptualizations confirmed that brand awareness and brand image both aspect are determinants of consumer purchase behavior.

It is now widely accepted that both technical and functional service quality elements will have a positive effect on customer evaluations of an organization and recent evidence suggests a positive relationship between service quality and trust, that trust in turn generates loyalty and positive behavioral intentions. A firm that consistently meets or exceeds the technical or core performance expectations of customers will cultivate more trusting relationships with its customers.

Organizational justice researchers of PTCL recognize the important role organization context plays in justice perceptions, yet few studies systematically examine contextual variables. This research examines how 1 aspect of contextorganizational structure affects the relationship between justice perceptions and 2 types of social exchange relationships, organizational and supervisory. The researchers suggest that under different structural conditions, procedural and interactional justice will play differentially important roles in determining the quality of organizational social exchange (as evidenced by perceived organizational support [POS]) and supervisory social exchange (as evidenced by supervisory trust). In particular, the relationship between procedural justice and POS would be stronger in mechanistic organizations and that the relationship between interactional justice and supervisory trust would be stronger in organic organizations. Researcher examined that employees with higher levels of job experience channeled felt stress more effectively into sales performance. Felt stress had neutral to negative effects on performance for employees with lower levels of job experience. Stress was more strongly related to performance when employees had more job experience