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

CHAPTER FIVE

(5-1) the main results of the study

The study explored a number of important and significant results that the researcher hopes that they would lead to novel contributions to theory and relevant literature. The researcher also hopes that such results would trigger a number of critical decisions by telecommunication organizations. Also hope that such decisions would be reflected positively on their business’ benefits and to the customers. Based on the data analysis and hypotheses testing in chapter 4, the research results generated from this piece of work can be summarizing as follows:

1. 
   This study obtained the evaluation of social media marketing in the Jordanian telecommunication enterprises through three main dimensions (social media marketing “sharing of content and interactions”, brand image, customer satisfaction). The study showed a median level of importance of social media marketing in Jordanian enterprises with all dimensions discussed earlier in this study. That agrees long with the study of (Abu-Rumman, Alhadid, 2014).
   
2. 
   The importance level of brand image in Jordanian telecommunication industries was median (3.152),which corresponds with (Nikolova, 2012) finding the influence of brand image where manufacturers market to small firms customer value perspective.
   
3. 
   The importance level of customer satisfaction in telecommunication Jordanian industries was median (3.352), with standard deviation equal to (0.594).
   
4. 
   The importance level of social media marketing through brand image in Jordanian telecommunication companies was partial (3.719). Which indicate that Jordanian telecommunication industries support (Getta,
   

2017), in that the companies should develop a customer-based satisfaction model for measuring and managing of online brand image, the researchers developed a cause-and-effect model linking social media marketing and customer satisfaction through brand image to rational and emotional brand associations, as well as rational and emotional brand evaluations?