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

(4-11): Third Main Hypothesis

H3: brand image has a positive direct impact on customer satisfaction 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 brand image on customer satisfaction in Jordanian telecommunication companies at the level (α ≤ 0.05). As shown in Table (4-14).

Table (4-14): Simple linear regression model to test the effect of brand image on customer satisfaction at the level (α ≤ 0.05).

The impact of

R

(R²)

F

Sig*

Beta

T

Sig*

brand image on customer satisfaction			calculated			Calculated
	0.521	0.271	65.496	0.000	0.522	8.093	0.000

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

From table (4-14) the researcher observes that there is a positive direct effect of brand image on customer satisfaction. The (R) was (0.521) at level (α≤ 0.05), whereas the (R²) was (0.271). This means the (0.271) of customer satisfaction changeability’s results from the changeability in e brand image. As (Beta) was (0.521) this means the increase of one unit in brand image on customer satisfaction will increase on customer satisfaction in Jordanian telecommunication companies, value (0.521). Confirms significant impact (F) Calculate was (65.496) and its significance at level (α≤ 0.05), and that confirms valid first second main hypotheses, and accepted hypothesis: brand image has a positive direct impact on customer satisfaction in Jordanian telecommunication companies at the level (α ≤ 0.05).

(4-12): Fourth Main Hypothesis

H4: Social media marketing has a positive indirect effect on customer satisfaction through Brand image in Jordanian telecommunication companies at the level ≤(α
0.05).

To test this hypothesis, the researcher uses the path analysis to ensure the indirect effect of Social media marketing and customer satisfaction through Brand image as a mediator variable. As shown in Table (4-15), we observe that Social media marketing

has a positive indirect effect on customer satisfaction through Brand image in in Jordanian telecommunication companies. The Chi2 was (46.882) at level ≤(α0.05), whereas the (GFI) was (0.997) Goodness of Fit Index approaching to one. On the same side the CFI was (0.991) Comparative Fit Index approaching to one, while the RMSEA was (0.045) approaching to zero, as Direct Effect was (0.384) between Social media marketing on Brand image customer satisfaction, (0.356) between Brand image on customer satisfaction. Also the Indirect Effect was (0.136) between Social media marketing on customer satisfaction through Brand image in Jordanian telecommunication companies. The T value calculated coefficient effect of the first path (Social media marketing Brand image) (27.814) which is significant at level (α≤ 0.05). While the T value calculated coefficient effect of the second path (Brand image customer satisfaction) (22.545) which is significant at level≤(α0.05). This result indicates that there is a positive indirect effect of Brand image the relationship between Social media marketing on customer satisfaction as a mediator in in Jordanian telecommunication companies. Thus, we accept the hypothesis that states: There is a significant statistical indirect effect of Social media marketing on customer satisfaction through Brand image as a mediator in Jordanian telecommunication companies at the level (α≤ 0.05).
Table (4-15): H4: Social media marketing has a positive indirect effect on customer satisfaction through Brand image in Jordanian telecommunication companies at the level (α ≤ 0.05).
Path analysis test results of the indirect effect of Brand image on the relationship between Social media marketing on customer satisfaction as a mediator in Jordanian telecommunication companies

	Chi2 Calcula te	Chi2 Tabl ed	GFI	CFI	RMS EA	Sig *	Direct Effect		Indir ect Effec t	Path	T Va lue	Sig*
Social media marketing on customer satisfactio n Brand image	46.882	3.41 3	0.9 97	0.9 91	0.045	0.0 00	Social media marketing on Brand image customers’ loyalty	0.3 84	0.136	SMM BI	27. 81 4	0.000
							Brand image on customer satisfaction	0.3 56		BI CS	22. 54 5	0.000

GFI
Goodness of Fit Index must Proximity to
:
one

CFI
Comparative Fit Index must Proximity to
:
one

RMSEA :
Root Mean Square Error of


Approximation

SMM : Social media marketing


CS : customer satisfaction


BI : Brand image