Determinants Of Customer Satisfaction In The Decorative Paint Service Industry: Evidence From Karachi, Pakistan

Abstract

Increasing evidence suggests that customer satisfaction is an important influencer of success in the services sector of Pakistan; however, there are few empirical studies examining the antecedents of customer satisfaction for specialised services like decorative paint services. This study, therefore, has investigated the impact of service quality, price equity, provider professionalism, technological implementation, and brand image on customer satisfaction in Karachi city. The main objectives were to identify significant predictors of satisfaction and to find their relative ranking. A quantitative cross-sectional survey design was employed, utilising a structured questionnaire with 200 customers who recently received decorative painting services. Data were analysed with SPSS and were related to descriptive statistics, reliability testing, correlation, and multiple regression analysis. Results showed that all five independent variables had a significant impact on customer satisfaction, explaining 55.1% of its variance. Service quality was found to be the best predictor, closely followed by provider professionalism and brand image. The findings are like those of prior studies in Pakistan, which express the necessity of professional training, transparent pricing, and technological improvement. The paper concludes the study, suggesting that paint service companies standardise their services and adopt innovative tools and a strong brand to increase customer trust and loyalty. The research study contributes to the literature by providing a localised framework for transforming service performance and customer satisfaction levels.