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



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ChapterOne:GeneralFramework

Introduction

2

Study Problem

5

Study Objectives

7

Study Significance

8

Study Questions

9

Hypothesis

11

Study Model

12

Study Limitations

12

Study Terminologies

13

Chapter Two: Theoretical Framework and Previous Studies

Theoretical Framework

16

Previous Studies

30

Chapter Three: Methods and procedures




Introduction

41

Methodology of the Study

41

Population and Sample of the Study

42

Descriptive Analysis of the Demographic Variables

43

Tools and Data Collection

46

Statistical Treatment

47

Validity and Reliability

48

Chapter Four: Analysis of the Results & Hypotheses Testing

Introduction

51

Descriptive Analysis of Study Variables

52

Analysis Adequacy of the Data to Test the Study


Hypotheses

53

Hypotheses Testing

61

Chapter Five: Results, Conclusions and Recommendations

The Main Result of Study

73

Conclusion

75

Recommendations

78

References

80

Appendixes

90

The Impact of Social Media Marketing on Customer Satisfaction through Brand Image


(Field Study based on Customers of Jordan Telecommunication Companies, Applied on the Students of the Private Universities that Located in Amman-Jordan)Prepared by: Al-Sharif Ahmad
Supervisor: Dr. Hebah H.O Naseraldeen Abstract
This research aims to investigate the Impact of The Impact of Social Media Marketing on Customer Satisfaction through Brand Image. That's where the population of the study includes three private universities that located in Amman-Jordan, (384) questionnaires distributed as a sample of the study, only (241) questionnaires 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.
The researcher used the descriptive study method; the data collected from the responses of the study questionnaire was used through Statistical Package for Social Sciences (SPSS) & Amos for analysis and conclusions.
The study explored a number of important and significant results can be summarizing as follows: This study obtained the evaluation of brand identity development in the Jordanian food and beverage enterprises through four main dimensions (Brand image, brand elements, brand strategy and brand reputation). The study showed a median
level of importance of brand identity development in Jordanian enterprises with all dimensions discussed earlier in this study.
Based on study results and conclusions, the following recommendations are suggested: Jordanian telecommunication companies recommended translating their vision into policies and procedures in order to enhance their impact on their operation competitive capabilities, and there should be a clear and shared understanding of social media marketing development.


Keywords: Social media marketing, Brand image, Customer satisfaction.
ﺃﺛﺮ ﺍ ﺗﻝﺴﻮﻳﻖ ﺑﺈﺳﺘﺨﺪﺍﻡ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻹﺟﺘﻤﺎﻋﻲ ﻋﻠﻰ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ ﻣﻦ ﺧﻼﻝ ﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ


ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻄﺎﻟﺐ
ﺍﻟﺸﺮﻳﻒ ﺃﺣﻤﺪ ﻣﺤﻤﺪ ﺍﻟﻤﺸﺮﻑ
ﺩ. ﻫﺒﺔ ﺣﺴﻦ ﻧﺎﺻﺮﺍﻟﺪﻳﻦ.


ﺍﻟﻤﻠﺨﺺ

ﻳﻌﺘﺒﺮ ﺍﻟﺘﺴﻮﻳﻖ ﺑﺈﺳﺘﺨﺪﺍﻡ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻹﺟﺘﻤﺎﻋﻲ ﺑﻤﻘﺪﻣﺔ ﻣﺠﺎﻻﺕ ﺍﻟﻌﻤﻞ ﻟﻸﻋﻤﺎﻝ ﻭﺍﻟﺘﺠﺎﺭﺓ. ﻳﺘﻤﺘﻊ ﺍﻟﺴﻮﻕ ﺍﻷﺭﺩﻧﻲ ﺑﻤﻨﺎﻓﺴﺔ ﻗﻮﻳﺔ ﺑﻴﻦ ﺷﺮﻛﺎﺕ ﺍﻹﺗﺼﺎﻻﺕ ﻓﻜﻞ ﻣﻨﻬﻢ ﻳﺴﻌﻰ ﺍﻟﻰ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ


ﺍﻛﺒﺮ ﻋﺪﺩ ﻣﻤﻜﻦ ﻣﻦ ﺍﻟﻤﺴﺘﺨﺪﻣﻴﻦ.

ﺧﻼﻝ ﺍﻟﺴﻨﻮﺍﺕ ﺍﻟﻤﺎﺿﻴﺔ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻨﻤﺎﺫﺝ ﺍﻟﺪﺭﺍﺳﻴﺔ ﻭﺟﺪﺕ ﻟﺪﺭﺍﺳﺔ ﻣﺪﻯ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ ﺍﻟﻤﺘﻮﻗﻊ ﻣﻦ ﺧﻼﻝ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ، ﺑﺎﻻﺿﺎﻓﺔ ﺍﻟﻰ ﺫﻟﻚ ﺍﻥ ﻋﻮﺍﻣﻞ ﺍﻟﺜﻘﺔ ﻭﺍﻻﻣﺎﻥ ﺍﻋﺪﺕ ﻛﺄﻫﻢ ﻋﻮﺍﻣﻞ


ﻟﺘﺤﺪﻳﺪ ﻧﻴﺔ ﺍﻟﺰﺑﺎﺋﻦ ﻟﻺﻧﺪﻣﺎﺝ ﻓﻲ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﻟﻜﺘﺮﻭﻧﻲ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ.

ﺍﻟﻬﺪﻑ ﻣﻦ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺔ ﻛﺎﻥ ﺗﺤﺪﻳﺪ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ ﺍﻟﻤﺘﻔﺎﻋﻠﻴﻦ ﻣﻊ ﺷﺮﻛﺎﺕ ﺍﻻﺗﺼﺎﻻﺕ ﻋﺒﺮ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ ﺍﻟﺨﺎﺻﺔ ﺑﻬﻢ. ﺧﻼﻝ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺔ ﺗﻢ ﺇﺳﺘﺨﺪﺍﻡ ﻣﻨﻬﺠﻴﺔ ﺍﻹﺳﺘﺒﺎﻧﺔ ﻟﺘﻘﻴﻴﻢ


ﻭﺗﻮﺿﻴﺢ ﻣﺪﻯ ﺗﺠﺎﻭﺏ ﻣﺴﺘﺨﺪﻣﻮﺍ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ ﻣﻊ ﻣﺘﻐﻴﺮﺍﺕ ﺍﻟﻨﻤﻮﺫﺝ.


ﺗﻢ ﺑﻨﺎء ﻫﺬﻩ ﺍﻹﺳﺘﺒﺎﻧﺔ ﺑﻨﺎء ﻋﻠﻰ ﻧﻤﻮﺫﺝ ﺍﻟﺪﺭﺍﺳﺔ، ﻛﻤﺎ ﺑﻴﻦ ﺍﻟﺘﺤﻠﻴﻞ ﺍﻹﺣﺼﺎﺋﻲ ﻧﺘﺎﺋﺞ ﻭ ﺍﻗﺘﺮﺍﺣﺎﺕ


ﻋﻤﻞ ﺍﻟﻨﻤﻮﺫﺝ ﻟﻼﻋﻤﺎﻝ ﺍﻟﻤﺴﺘﻘﺒﻠﻴﺔ ﻟﺘﻠﻚ ﺍﻟﺸﺮﻛﺎﺕ.

0.05) ≤ α (at ﻟﻠﺘﺴﻮﻳﻖ ﻋﺒﺮ ﻭﺳﺎﺋﻞ
ﻋﻨﺪ
ﺃﻭﺻﺖ ﺍﻟﺪﺭﺍﺳﺔ ﻋﻠﻰ ﺃﻥ ﻫﻨﺎﻙ ﺗﺄﺛﻴﺮ ﺇﺣﺼﺎﺋﻲ ﻗﻮﻱ

ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ ﻋﻠﻰ ﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻟﺸﺮﻛﺎﺕ ﺍﻹﺗﺼﺎﻻﺕ. ﻭﺑﺎﻟﺠﺎﻧﺐ ﺍﻵﺧﺮ ﺗﺒﻴﻦ ﺍﻧﻪ ﻳﻮﺟﺪ ﺍﺛﺮ ﺍﺣﺼﺎﺋﻲ ﻟﺼﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻋﻠﻰ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ. ﺑﻴﻨﻤﺎ ﻭﺟﺪ ﺃﺛﺮ ﺿﻌﻴﻖ ﻟﻠﺘﺴﻮﻳﻖ ﺑﺎﺳﺘﺨﺪﺍﻡ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ ﻋﻠﻰ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ ﻣﻦ ﺧﻼﻝ ﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ


ﻟﺸﺮﻛﺎﺕ ﺍﻻﺗﺼﺎﻻﺕ ﺍﻷﺭﺩﻧﻴﺔ.

ﻭ ﺃﻭﺻﺖ ﺍﻟﺪﺭﺍﺳﺔ ﻋﻠﻰ ﺍﻻﻫﺘﻤﺎﻡ ﻓﻲ ﺗﺼﻤﻴﻢ ﻧﻄﺒﻴﻘﺎﺕ ﺧﻠﻮﻳﺔ ﺳﻬﻠﺔ ﺍﻹﺳﺘﺨﺪﺍﻡ ﻟﺮﻓﻊ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ، ﺇﺿﺎﻓﺔ ﺇﻟﻰ ﺗﺸﺠﻴﻊ ﺍﻟﺸﺒﺎﺏ ﻟﻺﻧﺨﺮﺍﻁ ﻓﻲ ﻣﻮﺍﻗﻊ ﺍﻟﺘﻮﺍﺻﻞ ﻣﻦ ﺧﻼﻝ ﺍﻟﺤﻤﻼﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﺘﻲ ﺗﻌﻨﻰ


ﺑﺎﻟﺸﺒﺎﺏ.

ﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ،
ﺍﻟﺘﺴﻮﻳﻖ ﺑﺈﺳﺘﺨﺪﺍﻡ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻹﺟﺘﻤﺎﻋﻲ،
ﺍﻟﻜﻠﻤﺎﺕ ﺍﻟﻤﻔﺘﺎﺣﻴﺔ:



ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ.



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