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Consumer satisfaction is always a question mark in minds of sellers as it is very difficult to find that what exactly consumer want from the seller. For the very same reason this research is conducted that how customer satisfaction can be gained with the help of customer value and relation base marketing. Customer satisfaction is one of the most important issues in marketing field from beginning and its play a crucial role in firm profit maximization. Study collect data from 150 policy holders of different insurance companies of Peshawar Pakistan on systematic random sampling method. A structured questionnaire used to collect data from the respondents. Study shows that value added services and conflict handling are the major reason for the customer satisfaction. Managers can use this study and can implement these findings in their business for their customer satisfaction and more money earnings.

Attaining Customer Satisfaction! The Role of Customer Value and Relation Base Marketing A Study of Policy Holders of Peshawar Pakistan