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

CONSENSUS RANKINGS FROM BENCHMARKING” This research has taken the impact of marketing mix on customer satisfaction, via a case study deriving consensus rankings from benchmarking on retail stores in Malaysia. With increasing globalization, local retailers have found themselves need to compete with a big number of foreign retailers by targeting suit niche markets. This paper has build the model in deriving consensus rankings from benchmarking base on the marketing mix model, the traditional marketing paradigm, embodied in the well-known Marketing Mix frame work proposed by Borden and popularized as the 4Ps by McCarthy. The marketing mix is the lens through which the contemporary customer perceives value in retail stores on 4Ps is examined. The analysis will depend on the outcomes of customer’s perceive towards the four marketing tactics. The main goal of this paper was introducing more methodologies to the multi criteria outranking methodology as an alternative and sustainable approach for benchmarking analysis in the marketing sector.
Simeon Edosomwan, et.al. (2011) study titled ‘’The History of Social Media and its Impact on Business’’ Social media is a phenomenon that has transformed the interaction and communication of individuals throughout the world. However, social media is not a new concept - it has been evolving since the dawn of human interaction. In recent times, social media has impacted many aspects of human communication, thereby impacting business. Social networking has become daily
practice in some user‟s live s. In this article, t he authors describe features and the

evolution of social media, including major social networking sites that came into existence during the 21st century. Some of the sites discussed include Facebook, YouTube, Twitter, MySpace, CyWorld, and LunarStorm.

JENET MANYI AGBOR (2011) Study titled: “The Relationship between Customer Satisfaction and Service Quality: a study of three Service sectors in Umeå.” The main purpose of this study was to examine the relationship between customer satisfaction and service quality in service sectors with respect to the service quality dimensions. Convenience sampling technique was used to collect quantitative data from customers of Umeå University, The study showed distinctive results for the relationship between service quality dimensions and service quality/customer satisfaction. ICA and Forex had significant relationship between service quality and customer satisfaction; but Umeå University had no significant relationship between service quality and customer satisfaction.

Meanwhile the group result showed that: ´responsiveness`, empathy´ and

´reliability´ were significantly related to service quality; ´reliability` and

`empathy`, were significantly related to customer satisfaction but

`responsiveness` was not significantly related to customer satisfaction;

meanwhile service quality was significantly related to customer satisfaction.

Lin Chien-Hsiung (2011) study titled: “A study on the relations between the brand image and customer satisfaction in catering businesses” This research aimed to analyze the relationships between brand image and customer satisfaction in catering industry. The samples contained the consumers who had the consuming experiences in the chain stores of a catering business. Questionnaires were distributed in the major business areas in Taipei City. With convenience sampling, 360 questionnaires were distributed and 264 were valid with the retrieval rate (73.33%). Having empirical analysis, brand value and brand characteristics presented positive relations to customer satisfaction, while brand association did not reveal notable relations. In addition, some demographic variables appeared interference on brand image and customer satisfaction in catering industry. The research findings are expected to provide some suggestions and reference for catering businesses.

Thirushen Naidoo (2011) study titled: “The effectiveness of advertising through the social media in Gauteng” With the very strong impact of globalization, digitalization and social media, advertising is changing. Many companies and advertising role players are forced to implement new consumer and business models and apply innovative business strategies. Social media marketing has become a norm for most companies. The process of marketing is used through social media sites like Twitter, Facebook and YouTube. This study attempts to investigate the effectiveness of advertising through social media, focusing on the social media medium of Facebook to determine the key correlations and factors that affect the effectiveness of advertisements on Facebook. The target audience utilised is based in the geographical

region of Gauteng. A survey was circulated via email to everyday consumers (n=189).Their attitude towards the brand used in the survey, as well as their loyalty to brand, were explored. Descriptive statistics and correlations revealed that many factors actually influence one’s attitude to a brand and the actual effectiveness of the advertisement. Some trends of interest that were found were the fact that brands that have achieved a strong market presence, automatically attain the attention of consumers in the advertisements. The use of models correlated to the thought processes of consumers also played a role in determining how advertisements are actually perceived. There are four particular constituents that contribute to advertising effectiveness on Facebook, namely brand engagement, brand attitude, brand image and consumer engagement. In conclusion, for advertisements to be effective on Facebook, a brand must be established and have a strong brand reputation as the advertisements on Facebook serve to supplement the brand rather than to put the brand up the ranks in terms of reputation. It is suggested that the survey is reviewed and the study expanded to a less stratified and more multi-cultural environment.
Irem Eren.et.al. (2012) study titled: ‘’The impact of social media marketing on brand loyalty’’ The aim of this study was to understand the effect of social media marketing on brand loyalty formation from the perspective of the consumer. The results of the study are believed to put significant contribution to practice and literature since social media marketing can be defined as a new, but rapidly growing platform for building relationships with customers and forming positive image of the brands in their eyes. As true for every non-traditional tool of marketing communications, social media is eagerly explored, digged up, and utilized by the companies. Therefore, research is timely and needed to ensure some direction in this quest.
Svetoslava Nikolova (2012) study titled: ‘’ The effectiveness of social media in the formation of positive brand attitude for the different users’’ The goal of the research was to investigate how effective can be social medias in the creation of brand attitude, analyzed through the Facebook perspective and its influence on the different users and brand supporters.
Long, Choi Sang. et.al (2013) study titled: ‘’Impact of CRM Factors on Customer Satisfaction and Loyalty’’ This paper examined the impact of customer relationship management (CRM) elements on customer satisfaction and loyalty. CRM is one of the critical strategies that can be employed by organizations to improve competitive advantage. Four critical CRM elements are measured in this study are behavior of the employees, quality of customer services, relationship development and interaction management. The study was performed at a departmental store in Tehran, Iran. The study employed quantitative approach and base on 300 respondents. Multiple regression analysis is used to examine the relationship of the variables. The finding shows that behavior of the employees is significantly relate and contribute to customer satisfaction and loyalty.
Abu-Rumman, Alhadid. (2014) study titled: ‘’The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan’’ The active user of the Jordanian mobile service providers social networks were the population of the study. A sample of the study totaled 450 customers, the researcher tested the hypothesis using simple regression and stepwise regression tests: the results showed that there is a statistically significant impact of the dimensions of social media marketing on the brand equity for the Jordanian mobile service providers and after performing a stepwise regression the results showed that there are a significant impact between the Accessibility, and Credibility on the brand equity
which means that the Accessibility and Credibility affects the brand equity. The researcher sees that the companies should focus more on their social media marketing strategies and increase its share in the general marketing strategy of the company.
Durrani, et.al. (2015) study titled: ‘’IMPACT OF BRAND IMAGE ON BUYING BEHAVIOUR AMONG TEENAGERS’’ The objective of this research study is to analyze the impact of brand image on teenagers brand choice, source of information, factors affecting buying choice and level of satisfaction. The sample of the study is 300 respondents in which 150 students were chosen from schools and 150 students were selected from colleges of Karachi. Two schools and two colleges were selected for this research study. Through a structured questionnaire data were collected and with the help of SPSS, analysis was made. The results revealed that values of regression analysis shows that there is 33.7% variance of buying behavior of teenagers explain by the impact of advertisement on buying behavior, advertisement’s impact on brand image and brand image impact on brand loyalty. The results of Pearson correlation shows that teenagers buying behavior is significantly 36% correlated with teenager’s loyalty and 49% with advertisement impact on brand image. The teenagers buying behavior is also 38.8% positively and significantly correlated with advertisement. The results of correlation also interpreting that the all relationship is positive and high significant at 0.01 level. There is a practical relation between brand image and consumer teenager buying behaviour.

Chantal Rootman and Nicole Cupp (2015) study titled: “THE IMPACT OF SOCIAL MEDIA ON CUSTOMER SATISFACTION AND RETENTION IN THE BANKING INDUSTRY: VIEWS OF CLIENTS AND MANAGERS” The

primary objective of this study was to identify how social media aspects (benefits, clients’ trust and content) influence customer satisfaction and customer retention in the banking industry, from the perceptions of banking clients and managers. A questionnaire was used in an empirical investigation to gather the responses of 150 clients and 30 managers. Statistical analyses showed significant relationships between both benefits and trustworthy content and customer satisfaction, as well as between customer satisfaction and retention. This study’s recommendations could assist banks to use social media channels in ways to increase customer satisfaction and retention. This may lead to more successful banks, ultimately contributing positively to the economy.
Zhang (2015) study titled: “The Impact of Brand Image on Consumer Behavior: A Literature Review” The concept “brand image” has drawn significant attention from academics and practitioners sin- ce it was put forward, because it has taken an important role in marketing activities. Although brand image was known as the driving tool of brand asset and brand performance, few studies have elaborated on the relationship between brand image and brand equity. Based on the brand image theories, this study has reviewed extant studies about the impact of brand image on consumer from perspective of customer equity. It also presented the shortcomings of current research and pointed out the trends for future study.
OREN BULKA (2015) study titled: ‘’SOCIAL MEDIA MARKETING: HOW SOCIAL MEDIA GIVE POWER AND RESPONSIBILITY TO COMPANIES