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

Brand image	Mean	St.D	Item importance
Importance level
29	I know what this brand stands for.	2.97	1.370	4	High
30	I have a good opinion about this brand.	3.02	1.072	2	High
31	I am well aware of this brand.	2.99	1.000	3	High
32	This brand is a pure delight.	2.96	1.174	6	Medium
33	I respect this brand.	3.07	1.183	1	High

34	I‘m very committed to this brand.	2.97	1.168	5	High
35	This brand communicates well with me.	2.86	1.157	7	Medium
36	This brand is very faithful.	2.85	1.268	8	Medium
*	General Arithmetic mean and standard deviation Brand image	2.96	1.17

t- Value Tabulate at level (α ≤ 0.05) (1.670)

t- Value Tabulate was calculated based on Assumption mean to item that (3).

Table (4-3) clarifies the importance level of brand elements, where the arithmetic means range between (2.85 – 3.07) compared with general arithmetic mean amount of (2.96). We observe that the highest mean for the item "I respect this brand” with arithmetic mean (3.07), standard deviation (1.183). The lowest arithmetic mean was for the item "This brand is very faithful” with Average (2.85) and Standard deviation (1.268). In general, it appears that the Importance level of Brand image in companies under study from the study sample viewpoint was Median.
Table (4-4): Arithmetic mean, SD, item importance and importance level of Customer satisfaction

No	Customer satisfaction	Mean	St.D	Item importan ce	Importance level
15	My telecommunication company is having well managed web pages.	3.06	1.284	3	High
16	My telecommunication company apologizes if they fail to serve me on time.	3.07	1.135	2	High
17	I think I did a right thing that I selected my telecommunication company.	3.16	1.154	1	High
18	My telecommunication company always exceed in my expectation while offering me the services.	3.05	1.136	4	High
19	My telecommunication company’s service exactly meets my requirement.	2.83	1.207	11	Medium
20	I feel happy after every visit of My telecommunication company website/ webpage.	2.86	1.157	9	Medium
21	Seasonal promotions are available	2.94	1.111	5	High
22	I am well informed of the promotions	2.90	1.062	7	Medium
23	Website/webpage designs are appealing	2.81	1.160	12	Medium
24	Website/webpage layout makes it easy for me to find what I need	2.78	1.100	13	Low
25	The promotions are always attractive on website/webpage	2.94	1.235	6	High
26	website/webpage Offers several services to	2.71	1.201	14	Low

	choose from in a category
27	website/webpage fast response	2.87	1.149	8	Medium
28	Overall, I am satisfied with this page	2.85	1.198	10	Medium
	General Arithmetic mean and standard deviation Customer satisfaction	2.91	1.16

t- Value Tabulate at level (α ≤ 0.05) (1.670)

t- Value Tabulate was calculated based on Assumption mean to item that (3).

Table (4-4) clarifies the importance level of Customer satisfaction, where the arithmetic means range between (2.71- 3.16) compared with General Arithmetic mean amount of (2.91). We observe that the highest mean for the item " I think I did a right thing that I selected my telecommunication company” with arithmetic mean (3.16), standard deviation (1.154). The lowest arithmetic mean was for the item "website/webpage Offers several services to choose from in a category” with Average (2.71) and Standard deviation (1.201). In general, it appears that the importance level of customer satisfaction in companies under study from the study sample viewpoint was high.

(4-3): Analysis adequacy of the data to test the study hypotheses Before testing the study hypotheses, the researcher conducts some important tests to ensure the data adequacy for the regression assumption analysis as follows:

1. 
   Variance Inflation Factor (VIF), this test used to measure how the multicollinearity can inflate the variance of regression, the coefficient should not exceed a value of (10).
   
2. 
   Tolerance used to test the multicollinearity between independent variables, tolerance value should be greater than (0.05).
   
3. 
   Skewness conducted in order to test that the data follow normal distribution, Skewness value is less than (1.0). Sekara, (2003)
   

(4-3-1): Multicollinearity

Table (4-8): Variance Inflation Factor, Tolerance and Skewness tests

Research variables	VIF
All items Social media marketing Brand image Customer satisfaction	1.251

According to the result shown in table (4-8), there is no Multicollinearity between the independent variables, this is confirmed from the values of variance inflation factor (VIF) of the dimensions are (1.251) , respectively, less than (10) . As can be seen, this is an indication that there is no Multicollinearity between the independent variables While to make sure that the data follow a normal distribution the researcher calculates the Skewness coefficient and the values were less than (1)

(4-3-2): Dependability of Dependent Variable:

Multiple regressions assume that variables have normal distributions. This means that errors are normally distributed, and that a plot of the values of the residuals will approximate a normal curve.

(4-4) Hypotheses Testing

The researcher in this part tested the hypotheses, through Multiple and simple Linear Regression analyses with (F) test using ANOVA table and path analysis as follows:

(4-5): First Main Hypothesis

H1: Social media marketing has a positive direct impact on brand image in Jordanian telecommunication companies at the level (α ≤ 0.05).
To test this hypothesis, the researcher uses the simple regression analysis to ensure the direct effect of Social media marketing on brand image in Jordanian telecommunication companies at the level (α ≤ 0.05). As shown in Table (4-10).
Table (4-10) : Simple Linear regression model to test the impact of Social media marketing on brand image

the impact of			R	F
	R	(R²)			Sig*	β	T	Sig*
Social media			adjusted	calculated
marketing on
brand image	0.542	0.294	0.290	73.232	0.000	0.42	8.558	0.000

*The impact is significant at level (α≤ 0.05) * (n-1 = 181) * (T tabulated = 1.96)
From table (4-10) the researcher observes that there is a positive direct effect of Social media marketing on brand image . The (R) was (0.542) at level (α≤ 0.05), whereas the (R²) was (0.294). This means the (0.294) of brand image in Jordanian
telecommunication companies results from the changeability in Social media marketing. As (Beta) was (0.542) this means the increase of Social media marketing will increase on brand image in Jordanian telecommunication companies (0.542). Confirms significant impact (F) Calculate was (73.232) and its significance at level (α
≤ 0.05), and accepted hypothesis:

Social media marketing has a positive direct impact on brand image in Jordanian

telecommunication companies at the level (α ≤ 0.05).