These days we are hearing more and more about mutual funds as a means of investment. If we are like most people, we probably have most of our money in a bank savings account and our biggest investment may be our home. Apart from that, investing is probably something we simply do not have the time or knowledge to get involved in. We are not the only one. This is why investing through mutual funds has become such a popular way of investing. A mutual fund is a pool of money from numerous investors who wish to save or make money just like you. Investing in a mutual fund can be a lot easier than buying and selling individual stocks and bonds on your own. Investors can sell their shares when they want. Moreover, as the popularity of these mutual funds increased, evidenced by the sheer amount and growth of invested assets from 1999 to 2010, finance scholars and practitioners began to examine the attributes of mutual funds that affected sales of mutual funds. Also to investigate the relative effects of IT Enabled Services on the Customer Satisfaction and Loyalty concepts to determine if the extra effort and cost of introducing IT Enabled Services protocols to highly valued customers really does positively affect customer satisfaction rates and the intention to remain loyal. Another objective of this study is to look at whether these concepts are further affected if other variables are introduced, specifically in a financial service industry context. The study is empirical in nature, based on primary data.