Customer Satisfaction through Brand Image Field Study based on Customers of Jordan Telecommunication

Customer Satisfaction

According to Dutka, (1995) Satisfied customers offer businesses a promise of increase revenues and decrease operating costs. Because of that most companies perceived they understood all there was to know about customer satisfaction and how to keep their customers delighted. Finally, with the growth of competition, the stagnation in the 1990s and the constriction of the global markets, businesses were forced to concern about customer satisfaction surveys, especially as these surveys became more

complicated. As emphasis on customer satisfaction programs became tough, developing programs to understand customers in better ways became a serious objective for companies. (Myers, 1999).
“Company knowledge is the first source of information about critical performance attributes; however, customer satisfaction must extend beyond the company and to the customer (Johnson and Gustafsson, 2000). Network performance improvements are important to customer satisfaction. Companies must determine performance drivers of satisfaction and prioritize them. This focuses resources and quality enhancement efforts that are most likely to have the greatest impact on satisfaction” (Eljaam , 2005).
The core of customer satisfaction cannot be rejected while delighted customers are interest in free advertising for organization. It is important to focus on the consumer in order to achieve its strategies and processes. However, it is more profitable to sell the existing customers than finding new ones. Companies are setting their strategies to ensure customer retention, and to be more customer-focused and service-oriented (Mohsan et al., 2011).
Customer retention and customer satisfaction are based in the field of marketing (Khan, 2013: 11). The marketing process used to determine which services or products will be attractive to the client (Assaad and Gómez, 2011). In order to achieve marketing objectives, service companies use the marketing mix (Yasanallah and Vahid, 2012). Promotion is one of the elements of the 7Ps. Promotion is also commonly referred to as marketing communication (Masterton and Pickton, 2014). Traditional marketing communication channels include television, newspaper, radio and magazine (Saravanakumar et.al, 2012). However, recently social media has
become the most preferred communication channel for marketing (Clark and Melancon, 2013).
According to Ramsaran-Fowdar and Fowdar (2013) social media marketing is useful tool to manage existing firm-client relationships while creating new relationships, by facilitating online exchange, connection, and communication. This supports the supposition that social media channels can be used to increase customer satisfaction and customer retention. Anjum et al. (2012) also believe that social media marketing is essential for firms that aiming to attract and retain clients. As well as other authors (Clark and Melancon, 2013: 138; Muhammad and Abdul, 2012: 249) have found that the use of social media as a marketing tool rise customer satisfaction and customer retention.
It is important for organizations to satisfy and retain customers (Rahmani-Nejad, Firoozbakht and Taghipoor, 2014: 262-263). Also (Kheng et al., 2010) have agreed with that promote customer satisfaction and customer retention is important in improving the performance of organizations and determining their success.
Customer satisfaction comes when clients can receive more benefits from the firm than their cost of doing businesses with the corporate, for example, the time, effort and money spent at a certain firm (Ganiyuet.al, 2012). Customer satisfaction can be defined as the client’s attitude or behavior towards a firm, or an emotional reaction to the differences between what clients expect and what they get, regarding the fulfillment of desire, need or goal by the firm (Mohsan et al., 2011).
Customer retention relates to the continuity of the business relations between the client and a corporate (Khan, 2012). Customer retention can be defined as the degree of client display repeat purchasing behaviour from a firm, in a positive positional
attitude disposition towards the firm, and considers using only this firm when need this product or service. (Kheng .et.al, 2010).
Into two approaches satisfaction can be separated either as accumulative satisfaction/post-consuming satisfaction (Oliver, 1997) or as a transaction-specific satisfaction (Olsen & Johnson, 2003). After 1990s, many authors viewed satisfaction as consumers’ accumulative, after buying, and overall judgment about buying behavior (Johnson, Anderson & Fornell, 1995; Engel & Blackwell, 1982; Hunt, 1977; Oliver, 1997). According to Oliver (1997), satisfaction defined as the customer’s fulfillment response. It is a judgment that a product or service feature, or the product or service itself, providing or provided a pleasurable level of consumption-related to fulfillment, including levels of over and under fulfillment (Oliver, 1997). Customer satisfaction is viewed as influencing buy behavior and intentions, which leads to a corporate future revenue. However, according to Bowen and Shoemaker (2003) satisfied consumers might not turn to the corporate and spread positive word-of- mouth communications to others. One of the reasons is that the corporate does not deliver what consumers need (Roig, Garcia, Tena & Monzonis, 2006). Furthermore Woodruff (1997) identified that customer satisfaction measurement without fulfillment of consumer perceived value could not really reach the customer’s expectations. Therefore, other variables should exist to further explain the relationship between satisfaction and customer loyalty.
All in all, Social media marketing can be defined as the use social media channels to bring clients that one's firm, products and/or services are worthwhile (Assaad and Gómez, 2011). The most common social media channels include, LinkedIn (started in 2003), MySpace (started in 2003), Twitter (started in 2006) and Facebook (started in 2004). (Erragcha and Romdhane, 2014).
“Customer loyalty involves both attitudinal and behavioral components. Thus, in order to assess the antecedents of customer loyalty, it is important for us to understand the difference between attitudinal loyalty and behavioral loyalty.”(Kassim,Abdullah, 2008)

Customer loyalty is about “increasing the percentage of repeat purchases among current customers” (Pitta, et.al, 2006) and that could be described in the projection of customer satisfaction, customer loyalty, and profitability and the relation of these aspects. Proposes that customer satisfaction influences customer loyalty, which it turn profitability effects. (Pitta, et.al, 2006)

Three conceptualizations of customer loyalty have been identified in the literature: (chodzaza, Gombachika, 2013)

1. 
   Loyalty as primarily an attitude that sometimes leads to a relationship with the brand
   
2. 
   Loyalty mainly expressed in terms of revealed behavior.
   

3. 
   Buying moderated by the individual’s attitudes