Purpose: The purpose of this study is to investigate whether service quality confers a competitive advantage for firm, customer behavioral intention for future, and can that competitive advantage be sustained over a period of time. Methodology: Cross-sectional study design was used as a methodology for the paper. A field survey was carried out with the help of questionnaire using SERVQUOL scale. 400 current users of cell phone were targeted for the purpose of data collection through convenient sampling. Findings: The study found that telecom industry received excellent rating on tangibility, particularly equipment and customer service staffs’ dress, and low ratings on empathy, particularly not knowing customers’ needs and not giving individual and personal attention to customers. Research Implications:SERVQUOL is a good starting point for assessing service quality. Service delivery system should produce moments of truth where different cues expressed by customers about quality must be assessed promptly. Originality: The study has a practical significance for policy makers of firms in telecommunication sector of Pakistan for understanding behavioral intentions of their customers and for effectively positioning their firm’s service quality. Limitation and Future Research: This study only assessed the functional dimension of the service quality to explain consumer behavior which might be misspecification of service quality and may have low predictive validity.