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Customer satisfaction is the ultimate goal of any business or industry, so it is necessary for telecommunication marketers to fulfill customers' expectations which not only make customers' satisfied but also enhances the market share. In service industry literature, SERVQUAL is the most widely used structure to measure customer expectations and perceptions so this paper is an attempt to identify the difference between expectation & perception of telecom customers with the help of Parasuraman's et al (1988) SERVQUAL model.fatcat:iaynam7inrh4dohg36ccdyp2nu