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

(5.2) Conclusions

This research aimed to study the impact of social media marketing on customer satisfaction through brand image. It tries to determine the key of social media marketing that affects customer satisfaction. The second aim of this study is to understand the impact of social media marketing on brand image. Finally, this study aimed to investigates the impact of social media marketing on customer satisfaction though brand image. This study classified social media marketing to interactions and sharing of content. Certainly, in this new digital world of business, social media marketing seems to be the right solutions to get satisfy customers. This in the current e-business environment can provide organizations with various benefits such as optimizing and integrating business processes, maximizing operational and managerial profits, and improving strategic and organizational benefits.

To achieve the objectives of this study, the researcher has developed a novel model to measure the impact of social media marketing on customer satisfaction through brand image. An Extensive literature review has been done and was essential for developing research model. The model has three main variables: social media marketing, brand
image, customer satisfaction. The construct of social media marketing includes the following sub-dimensions: interactions, sharing of content.
The developed model applied and tested in the context of Jordanian telecommunication companies, the sample was determined to include the private universities students who interact through social media platforms. For hypotheses testing, a questionnaire instrument was designed on the basis of the constructed model. Prior to data collection, the questionnaire instrument was validated by a number of professors and experts in the domain of this study and working at Middle East University and other universities in Amman. The questionnaire instrument was validated in terms of clearance, meaning, format, and its ability to measure the constructs included within the research model. The questionnaire instrument was then revised to reflect the comments and suggestions those received by the referees. The population of this research is the Jordanian universities; the study sample is three out of nine private universities that located in Amman. The researcher distributed (384) questionnaires according to the simple random sample method (Sekaran & Bougie, 2013).
The analysis conducted using Statistical Package for Social Sciences (SPSS) Version

(20) and AMOS. Following data analysis, results were obtained and reported in chapter four.

Having a positive direct impact between social media marketing and customer satisfaction gives organizations in the telecommunication industry in Jordan an indicator to invest more on their brands as to make customers more satisfy, and having a positive indirect impact between social media marketing and customer satisfaction through brand image gives organizations more and more clues to invest in using the online technologies.