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

Chapter Three Methods and procedures

(3-1) Introduction

The research conceptual framework is constructed to connect the main research variables (social media marketing, customer satisfaction, and brand image). The independent variable is the social media marketing which represents (interaction and sharing of content) factors is developed by (abu-rumman & alhadid, 2014).

This research treats the brand image variable as mediating variable, in order to explore to which extent do the mediating factor gets affected by social media marketing, furthermore, to identify to which extent it effects on customer satisfaction. The brand image composes the uniqueness, strength, and favorability. This dimension has been developed by reviewing (nikolova, 2012).

(3-2) Methodology of the Study

The research design for this research was quantitative, descriptive, and correlational. A quantitative research method was chosen based on the use of quantifiable data to obtain objectivity of the research by using a well-developed survey.

The researcher used a descriptive research design to provide a summary of the data. By using a descriptive research design, a summary of a collected data could be presented using numbers to describe the characteristics of the variables of interest (Sekaran and Bougie, 2013).
A correlation design was used to measure the strength of the investigated relationship between variables (Keller, 2011). In this research, a correlation design helped in analysing the impact of social media marketing on customer satisfaction in Jordanian telecommunication companies.

(3-3) Study Population and Sample

The population of this research is the Jordanian universities; the study sample is three out of nine private universities that located in Amman. The researcher distributed

(384) questionnaires according to the simple random sample method (Sekaran & Bougie, 2013).
The unit of analysis of this study comprises both male’s and female’s and students who approached in the targeted universities, the surveys where distributed through on site visit to targeted locations, (241) questioners returned (36) questionnaires were eliminated due to missing data, (23) questioners were eliminated due to non-realistic filling of survey, thus resulting in (182) questionnaires being valid for further analysis.

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