Abstract

A large number of researchers have accredited the importance of Customer Trust, Customer Loyalty, Customer Retention and Cause Related Marketing, however they generally discus about their segregate effect on other variables in developed countries. Slight evidence is obtainable on Customer Trust, Customer Loyalty, Customer Retention and Cause Related Marketing from under developed countries like Pakistan. This study analyzes the Effect of Customer Trust on Customer Loyalty and Customer Retention and the Moderating Role of Cause Related Marketing in Cellular Service Operators like Mobilink, Telenor, Warid, Ufone and Zong. The outcome of the study refer that the Customer Trust, Customer Loyalty and Cause Related Marketing have a positive association but surprisingly the Customer Trust and Customer Retention have negative association in Pakistani context. Pakistani Cellular Service Operators have need to clearly define and reframe their policies regarding religious aspect, creating more ease to understand complex price structure and thoroughly understanding buying patterns of customers to retain them for a long life.