Abstract: The marketplace is highly competitive and dynamic in nature. The customers are more intelligent, and have an access to different channels and choices to get their benefits. Therefore, companies are in serious need to differentiate their brands as they resist for permanent business.Unfortunately, one of the problems that consumers are exposed to when purchasing goods is to choose the product of one brand name among various brand names. Customers select the products according to their experience and knowledge of different brand names which especially applies to telecom sector. Customer loyalty is one of the effective factors to maintain and strengthen the relationship between customers and brand. In this era, where intensityof rivalry, customers are the center of organizations' cognizance, their loyalty reduce marketing costs, attract new customers, and gain a competitive advantage over organizations.