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

(4-9) second sub hypothesis tests.

H2.1 Social media marketing interactions has direct impact on customer satisfaction in Jordanian telecommunication companies at the level (α ≤ 0.05).
H2.2 Social media marketing sharing of content has direct impact on customer satisfaction in Jordanian telecommunication companies at the level (α ≤ 0.05).

Table (4-13): Multiple regression analysis to test Social media marketing (interactions, sharing) effect customer satisfaction in Jordanian telecommunication companies

Dependent variable	R	(R²)	F Calculate	DF	Sig*	Independent variable	T Calculated	Sig*
customer satisfaction	0.551	0.304	25.340	4	0.000	interactions	4.873	0.007
				177		sharing	2.639	0.000

*The impact is significant at level (α ≤ 0.05) * (n-1 = 181) * (T tabulated = 1.96)

To test this hypotheses the researcher use the multiple regression analysis to ensure the direct effect of Social media marketing (interactions, sharing) on customer satisfaction in Jordanian telecommunication companies . As shown in table (4-13).

The regression model achieves a high degree of fit, as reflected by (R) (0.551) and (R²) (0.304), which asserted that (0.304) of the explained variation in customer
satisfaction can be accounted for Social media marketing. As well as table, (4-13) shows, the analysis of variance of the fitted regression equation is significant with
(F) value of (25.340). This is an indication that the model is a good one. Since the p- value is less than (0.05), it shows a statistically significant impact of Social media marketing on customer satisfaction.

(4-10) Sub Hypothesis analysis

H2.1 Social media marketing interactions has direct impact on customer satisfaction in Jordanian telecommunication companies at the level (α ≤ 0.05).
From table (4-13) the researcher observes that there is a positive direct effect of Social media marketing interactions on customer satisfaction in Jordanian telecommunication companies. As shown in the above table the (T) calculated is greater than the (T) tabulated where the calculated is (4.873), while the (t) tabulated is (1.96). According to the result reached, we reject the null hypothesis and accept alternative hypothesis, on the other hand the p-value confirmed this result it was (0.007), and this value is less than significance (0.05), that means: Social media marketing interactions has direct impact on customer satisfaction in Jordanian telecommunication companies at the level (α ≤ 0.05).
H2.2 Social media marketing sharing of content has direct impact on customer

satisfaction in Jordanian telecommunication companies at the level (α ≤ 0.05).

According to the result shown in table (4-13) the (t) calculated is greater than the (t) tabulated. The (t) calculated was (2.639) while the (t) tabulated is (1.96). In addition, the p-value was (0.000) that mean it is less than significance (0.05), so we reject the null hypothesis and accept alternative hypothesis, that means: Social media marketing sharing of content have positive direct effect on customer satisfaction in Jordanian telecommunication companies at the level (α ≤ 0.05).