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

: Demographic Variables of Study Sample

Tables (3-1) ; (3-2) ; (3-3) ; (3-4) ; (3-5) and (3-6) show the demographic variables of the study sample

Table (3-1) shows that the (38.5%) of the sample is male and (61.5%) is female.

Table (3-1) Descriptive the Gender of the sample study

Variables	Categorization	Frequency	Percent
Gender	Male	70	38.5
	Female	112	61.5
Total		182	100

Table (3-2) shows that (47.2%) of the sample are Zain subscribers, (29.1%) of the sample are Orange subscribers, (23.7%) of the sample range are subscribers in Umniah.

Table (3-2) Telecommunication

Variables	Categorization	Frequency	Percent
Company	Umniah	52	23.7
	Zain	104	47.2
	Orange	64	29.1
Total		220	100

Table (3-3) shows that (90.1%) of the sample range are Facebook users, (58.2%) of the sample range are Instagram users, (44.0%) of the sample range are YouTube users.
Table (3-3) Descriptive the Age of the sample study

Variables	Categorization	Frequency	Percent
Social media platform	Facebook	164	90.1
	Twitter	50	27.5

	Instagram	106	58.2
	Google+	36	19.8
	YouTube	80	44.0
	Others	32	17.6
Total		468	100

Table (3-4) shows that (4.9%) of the sample range have never use any social media platforms, (36.8%) of the sample range surf social media platforms 1-3 hours, (31.9%) of the sample range surf social media platforms 4-6 hours. (15.9%) of the sample range surf social media platforms more than 6 hours.

Table (3-4) Daily spent hours

Variables	Categorization	Frequency	Percent
Hours	Never	9	4.9
	Less than 1 hour	19	10.4
	1-3 hours	67	36.8
	4-6 hours	58	31.9

	More than 6 hours	29	15.9
Total		182	100

Table (3-5) shows that (52.2%) of the sample range have never visit telecommunication company’s page, (3.3%) of the sample range have visit telecommunication company’s page more than 25 times, (17.6%) of the sample range have visit telecommunication company’s page less than 5 times.

Table (3-5) yearly telecommunication company’s pages visits

Variables	Categorization	Frequency	Percent
Visits	Never	95	52.2
	Less than 5 visits	32	17.6
	6-15 visits	29	15.9
	16-25 visits	20	11.0
	More than 25 visits	6	3.3
Total		182	100

4. : Study tools and Data Collection

The current study is of two folds, theoretical and practical. In the theoretical aspect, the researcher relied on the scientific studies that related to the current study. Whereas in the practical aspect, the researcher relied on descriptive and analytical methods using the practical manner to collect, analyze data and test hypotheses.

The data collection, manner of analysis and programs used in the current study are based on two sources:

1. 
   Secondary sources: books, journals, and theses to write the theoretical framework of the study.
   
2. 
   Primary source: a questionnaire that was designed to reflect the study objectives and questions.
   

In this study, both primary and secondary sources were used. The data collected for the model was through questionnaires. After conducting a thorough review of the literature pertaining to study variables, the researcher formulated the questionnaire instrument for this study.
The questionnaire instrumental sections are as follows:
Section One: Demographic variables. The demographic information was collected with closed-ended questions, through (4) factors (Gender; telecommunication company; social media platform; spending hours).
Section Two: Independent variable: Social media marketing and Brand image and customer satisfaction.
The scale is as follow:

Strongly Agree	Agree	Agree to an Extent	Disagree	Strongly Disagree
5	4	3	2	1

4. : Statistic Treatment

The data collected from the responses of the study questionnaire was used through Statistical Package for Social Sciences (SPSS) & Amos for analysis and conclusions. Finally, the researcher used the following suitable statistical methods that consist of:

• 
  Percentage and Frequency.
  

• 
  Cronbach Alpha reliability (α) to measure strength of the correlation and
  

coherence between questionnaire items.

• 
  Arithmetic to identify the level of response of study sample individuals to the study variables.
  
• 
  Standard Deviation: to measure the responses spacing degree about Arithmetic Mean.
  
• 
  Variance Inflation Factor and Tolerance to make sure that there are no Multicollinearity between independent variables.
  
• 
  Multiple and Simple Regression analysis to measure the impact of study variables on testing the direct effects.
  
• 
  Path Analysis to test the direct and indirect impact of independent variables on dependent variable through mediating variable.
  

(3-7) Validity and Reliability Validation

Validation

To test the questionnaire for clarity and to provide a coherent research questionnaire, a macro review that covers all the research constructs was thoroughly performed by academic reviewers from Middle East University and other universities specialized in faculty and practitioners Business Administration, Marketing. And they were produced based on their valuable recommendations. Some others were reformulated to become more accurate to enhance the research instrument.

Reliability

Cronbach’s alpha, was used to determine the internal consistency reliability of the elements comprising the three constructs as suggested by Gregory (2004). Reliability

should be (0.70) or higher to indicate adequate convergence or internal consistency (Hair et al., 2006). These results are the acceptable levels as suggested by (Hair, et. al., 2006). The results were shown in Table (3-6).
Table (3-6) Reliability of Questionnaire Dimensions

No.	Variable	Dimensions	No. of items	Alpha Value (α)
1	Social media marketing		15	0.751
(1-1) (1-2)		Interactions Sharing of content	7 8	0.776 0.675
2	Brand image		14	0.898
3	Customer satisfaction		8	0.834

Chapter Four


Analysis of the Results & Hypotheses Testing


(4-1) Introduction
According to the purpose of the research and the research framework presented in the previous chapter, this chapter describes the results of the statistical analysis for the data collected according to the research questions and research hypotheses. The data analysis includes a description of the Means and Standard Deviations for the questions of the study; Multiple and Simple and Linear Regression analysis and path analysis used.

(4-2) Descriptive analysis of study variables

The researcher used the arithmetic mean, standard deviation, one sample t-test, item importance and importance level as shown in Table (4-1).

Table (4-1): Arithmetic mean, SD, item importance and importance level of research dimensions

No	All Variables	Mean	St.D	Item Importance	Importance Level
1	Social media marketing	2.8571	0.69134	3	Medium
2	Brand image	2.9335	0.74291	1	High
3	Customer satisfaction	2.9164	0.76472	2	Midum