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

Study Problem

This research study problem is to investigate the impact of social media marketing on customer satisfaction through brand image dimensions. Social media play a role in the larger problem, by achieving the customer satisfaction, giving little to no consideration the impact of social media marketing does; frequently leading to an unclear understanding the client needs and expectations.

The intent behind this study was to describe any effect that the social media marketers, who has responsibility for the creating good branding image and fulfill the customers needs. A great deal of historical data shows that when marketers use the social media practice successfully, they reach their objectives by provide the product and research development department with new statistics and requirements that important to develop the product and improve the brand image. According to Jensen,(2014) a study about 70% out of 500 companies have implemented social media to strengthen their values. However, companies are different in utilizing their social media presence, and there is no general solution to create a useful social media presence, many companies use Facebook as an integral component in their social media strategy, (Zeisser 2010).

Social media nowadays has enough complexity to allow marketers to be examined independently from different perspectives. Currently there are few literature have investigated the linked between the five mentioned components of the social media marketing; (online communities, interaction, sharing content, accessibility and creditability), as one of the most effective factors to recognize user’s opinion, comments and information; and its impact on the customer satisfaction. However; based on my research no one has been done such study on Jordanian

telecommunications companies through the brand image dimensions as mediating variable.

3. Study Objectives

The purpose of this research is to study the impact of social media marketing on customer satisfaction and brand image.

The main objective of this research is to provide sound recommendations to telecommunication organizations, regarding the effects of social media marketing on customer satisfaction.

The main objectives of this thesis can be summarized as follows:

1. 
   Determine the impact of social media marketing on customer satisfaction.
   

2. 
   Determine the impact of social media marketing on brand image.
   

3. 
   Determine the impact of brand image on customer satisfaction.
   

4. 
   Determine the impact of social media marketing on customer satisfaction through brand image.
   

5. 
   This study aims to determine the impact of brand identity development on e- Purchasing.
   

6. 
   Determine the impact of social media marketing interactions on customer satisfaction.
   

7. 
   Determine the impact of social media marketing sharing of content on customer satisfaction.
   

8. 
   Determine the impact of social media marketing interactions on brand image.
   
9. 
   Determine the impact of social media marketing sharing of content on brand image.
   

10. 
    Examine the indirect impact of social media marketing on customer satisfaction.
    

1.