This research study is intended to deliver a swift review of what is previously known about customer satisfaction and enhanced understanding of the factors of customer relationship management (CRM) in relation to customer satisfaction. By examining the literature of prior studies, this article requires enhanced understanding of customer satisfaction in international airline industry of Pakistan. The study delivers a conceptual framework to broaden the customer satisfaction and the influence of CRM factors comprising service quality, social network interaction, and relationship through solving customer problems, physical environment and trust. The mediating role of corporate image will further strengthen the connection of CRM factors and customer satisfaction. The research findings supplement the present literature of CRM by enhancing the understanding of the dimensions of customer satisfaction. The proposed conceptual framework makes an essential input to the current literature on customer satisfaction by addressing its theoretical and practical implications.

The aim of the current study is to inspect the intervention of customer satisfaction in the association between service quality and corporate image to customer loyalty in the Pakistan banking sector. The population of this research is banking customers and a sample size of 210 respondents. This study uses the SPSS, Correlation, ANOVA and regression analysis techniques along with AMOS methods. The results of the study show that service quality and corporate image of the banks are not associated with customer loyalty, but this association is possible due to customer loyalty. This study shows that banks must focus on customer satisfaction to engage customer loyalty. CL is only achieved through customer satisfaction. The Pakistani banking sector, therefore, improves customer satisfaction, so the association between service quality, corporate image and customer loyalty must be enhanced.