Abstract
The purpose of the paper is to investigate the effect of after sale service and service quality on word of mouth as well as testing the mediating role of customer satisfaction. Data were collected through a survey among telecom users in Pakistan. Two groups were sampled: customers who have experienced good or bad customer service. After sale service and customer satisfaction effect on WOM, the customer satisfaction fully mediates between after sale service, service quality and WOM. Hence, after sale service and service quality has significantly positive impact on WOM, overall effect the quality of relationship with customers. The paper has only tested the model and hypotheses in on telecom industry. Future researchers should test the same model using different industries reflecting different customer involvement levels. From this study, service managers can learn that investing in customer service in ongoing customer relations is 'the right thing to do' as it is linked to customer equity through customers' commitment to the firm.
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