The following previous studies have been chosen among the others, because they focus on the most factors that this research needs to analysis in order to link and explain the impact of social media marketing on customer satisfaction.
Martensen, et al., (2004) study titled “Building Customer-Brand Relationships on the Internet:Development of an Online Brand Equity Model” Referred to the researcher online branding is important to e-Commerce companies, the purpose of the research was to develop customer-based brand equity model to measure and manage online brand equity, the researcher has developed a cause-and-effect model linking customer-brand relationships to rational and emotional brand associations, and rational, emotional brand evaluations. The research discussed why a given aspect is important for a brand’s equity and which relations exist between the included variables from a theoretical perspective. The model that was created in this study can be use as a base for a decision support system in the brand management process, approximately 470 interviews with KILROY customers, then analyzed the data and estimated the model using a partial least squares (PLS) method. The researcher gives a better understanding of the position of a brand in the minds of consumers. By measuring the model, and given the possibility of obtaining information concerning the customer-brand relationships. This study guides me to the relation between the brand and customer and how do brand development affect the customers’ behavior.
Hennig-Thurau, Thorsten (2004) study titled: “Customer orientation of service employees Its impact on customer satisfaction, commitment, and retention” With the performance of service personnel often constituting a major element of a service
per se, the customer orientation of service personnel is often regarded as a main determinant of servicfie rms’ success. Drawing on a deductively derived four - dimensional conceptualization of the customer orientation of service personnel, consisting of employees’ technical skills, social skills, motivation, and decision- making power, a model of the impact employees’ customer orientation has on key service marketing constructs is theoretically developed. The model is then empirically tested against a sample of 989 consumers for two service contexts (i.e. book/CD/DVD retailers and travel agencies), with the results providing support for most hypotheses. Implications of the findings for services and retail management are discussed.
Bassam Eljaam (2005): "Customer satisfaction with cellular network performance: Issues and analysis" this study investigated the relationship between key drivers of customer satisfaction and the performance of the social network, in addition, it quantified the relative order of importance of each driver. The study used multiple regression analysis to analyse the 528 filled and usable surveys, the study validated the adequacy of three of the four attributes used in the survey(Network availability, coverage, and call quality ) instrument, but the fourth instrument(dropped calls) didn’t have a significant impact on customer satisfaction.
Pitta, et al., (2006) titled “A strategic approach to building online customer loyalty: integrating customer profitability tiers” The aim of this paper was to present a strategic framework for managing online loyalty. The researchers have built the research depending on previous studies about consumer loyalty in Internet practices. In order to get a loyal customer you have tern the relation to 1-to-1 relationships, and studying their behavior and find the similarity between groups so they can be segmented. This gives a future approach to get more people loyal if you know how they behave or react to any simulation. The theoretical concepts that form
the foundation of the paper appear to have a significant application to consumer marketing but have not been tested empirically. Also this paper describes the nature and application of customer value tiers to an important marketing process. This paper studied the online customer loyalty which covers two variables in my study which is e-purchasing and customer loyalty.
AMY POH AI LING (2007) study titled: “THE IMPACT OF MARKETING MIX ON CUSTOMER SATISFACTION: A CASE STUDY DERIVING
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