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

ChapterOne:GeneralFramework

Introduction	2
Study Problem	5
Study Objectives	7
Study Significance	8
Study Questions	9
Hypothesis	11
Study Model	12
Study Limitations	12
Study Terminologies	13
Chapter Two: Theoretical Framework and Previous Studies
Theoretical Framework	16
Previous Studies	30
Chapter Three: Methods and procedures

Introduction	41
Methodology of the Study	41
Population and Sample of the Study	42
Descriptive Analysis of the Demographic Variables	43
Tools and Data Collection	46
Statistical Treatment	47
Validity and Reliability	48
Chapter Four: Analysis of the Results & Hypotheses Testing
Introduction	51
Descriptive Analysis of Study Variables	52
Analysis Adequacy of the Data to Test the Study Hypotheses	53
Hypotheses Testing	61
Chapter Five: Results, Conclusions and Recommendations
The Main Result of Study	73
Conclusion	75
Recommendations	78
References	80
Appendixes	90

The Impact of Social Media Marketing on Customer Satisfaction through Brand Image

(Field Study based on Customers of Jordan Telecommunication Companies, Applied on the Students of the Private Universities that Located in Amman-Jordan)Prepared by: Al-Sharif Ahmad
Supervisor: Dr. Hebah H.O Naseraldeen Abstract
This research aims to investigate the Impact of The Impact of Social Media Marketing on Customer Satisfaction through Brand Image. That's where the population of the study includes three private universities that located in Amman-Jordan, (384) questionnaires distributed as a sample of the study, only (241) questionnaires returned
(36) questionnaires were eliminated due to missing data, (23) questioners were eliminated due to non-realistic filling of survey, thus resulting in (182) questionnaires being valid for further analysis.
The researcher used the descriptive study method; the data collected from the responses of the study questionnaire was used through Statistical Package for Social Sciences (SPSS) & Amos for analysis and conclusions.
The study explored a number of important and significant results can be summarizing as follows: This study obtained the evaluation of brand identity development in the Jordanian food and beverage enterprises through four main dimensions (Brand image, brand elements, brand strategy and brand reputation). The study showed a median
level of importance of brand identity development in Jordanian enterprises with all dimensions discussed earlier in this study.
Based on study results and conclusions, the following recommendations are suggested: Jordanian telecommunication companies recommended translating their vision into policies and procedures in order to enhance their impact on their operation competitive capabilities, and there should be a clear and shared understanding of social media marketing development.


Keywords: Social media marketing, Brand image, Customer satisfaction.
ﺃﺛﺮ ﺍ ﺗﻝﺴﻮﻳﻖ ﺑﺈﺳﺘﺨﺪﺍﻡ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻹﺟﺘﻤﺎﻋﻲ ﻋﻠﻰ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ ﻣﻦ ﺧﻼﻝ ﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ


ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻄﺎﻟﺐ
ﺍﻟﺸﺮﻳﻒ ﺃﺣﻤﺪ ﻣﺤﻤﺪ ﺍﻟﻤﺸﺮﻑ
ﺩ. ﻫﺒﺔ ﺣﺴﻦ ﻧﺎﺻﺮﺍﻟﺪﻳﻦ.


ﺍﻟﻤﻠﺨﺺ

ﻳﻌﺘﺒﺮ ﺍﻟﺘﺴﻮﻳﻖ ﺑﺈﺳﺘﺨﺪﺍﻡ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻹﺟﺘﻤﺎﻋﻲ ﺑﻤﻘﺪﻣﺔ ﻣﺠﺎﻻﺕ ﺍﻟﻌﻤﻞ ﻟﻸﻋﻤﺎﻝ ﻭﺍﻟﺘﺠﺎﺭﺓ. ﻳﺘﻤﺘﻊ ﺍﻟﺴﻮﻕ ﺍﻷﺭﺩﻧﻲ ﺑﻤﻨﺎﻓﺴﺔ ﻗﻮﻳﺔ ﺑﻴﻦ ﺷﺮﻛﺎﺕ ﺍﻹﺗﺼﺎﻻﺕ ﻓﻜﻞ ﻣﻨﻬﻢ ﻳﺴﻌﻰ ﺍﻟﻰ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ

ﺍﻛﺒﺮ ﻋﺪﺩ ﻣﻤﻜﻦ ﻣﻦ ﺍﻟﻤﺴﺘﺨﺪﻣﻴﻦ.

ﺧﻼﻝ ﺍﻟﺴﻨﻮﺍﺕ ﺍﻟﻤﺎﺿﻴﺔ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻨﻤﺎﺫﺝ ﺍﻟﺪﺭﺍﺳﻴﺔ ﻭﺟﺪﺕ ﻟﺪﺭﺍﺳﺔ ﻣﺪﻯ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ ﺍﻟﻤﺘﻮﻗﻊ ﻣﻦ ﺧﻼﻝ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ، ﺑﺎﻻﺿﺎﻓﺔ ﺍﻟﻰ ﺫﻟﻚ ﺍﻥ ﻋﻮﺍﻣﻞ ﺍﻟﺜﻘﺔ ﻭﺍﻻﻣﺎﻥ ﺍﻋﺪﺕ ﻛﺄﻫﻢ ﻋﻮﺍﻣﻞ

ﻟﺘﺤﺪﻳﺪ ﻧﻴﺔ ﺍﻟﺰﺑﺎﺋﻦ ﻟﻺﻧﺪﻣﺎﺝ ﻓﻲ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﻟﻜﺘﺮﻭﻧﻲ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ.

ﺍﻟﻬﺪﻑ ﻣﻦ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺔ ﻛﺎﻥ ﺗﺤﺪﻳﺪ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ ﺍﻟﻤﺘﻔﺎﻋﻠﻴﻦ ﻣﻊ ﺷﺮﻛﺎﺕ ﺍﻻﺗﺼﺎﻻﺕ ﻋﺒﺮ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ ﺍﻟﺨﺎﺻﺔ ﺑﻬﻢ. ﺧﻼﻝ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺔ ﺗﻢ ﺇﺳﺘﺨﺪﺍﻡ ﻣﻨﻬﺠﻴﺔ ﺍﻹﺳﺘﺒﺎﻧﺔ ﻟﺘﻘﻴﻴﻢ

ﻭﺗﻮﺿﻴﺢ ﻣﺪﻯ ﺗﺠﺎﻭﺏ ﻣﺴﺘﺨﺪﻣﻮﺍ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ ﻣﻊ ﻣﺘﻐﻴﺮﺍﺕ ﺍﻟﻨﻤﻮﺫﺝ.


ﺗﻢ ﺑﻨﺎء ﻫﺬﻩ ﺍﻹﺳﺘﺒﺎﻧﺔ ﺑﻨﺎء ﻋﻠﻰ ﻧﻤﻮﺫﺝ ﺍﻟﺪﺭﺍﺳﺔ، ﻛﻤﺎ ﺑﻴﻦ ﺍﻟﺘﺤﻠﻴﻞ ﺍﻹﺣﺼﺎﺋﻲ ﻧﺘﺎﺋﺞ ﻭ ﺍﻗﺘﺮﺍﺣﺎﺕ


ﻋﻤﻞ ﺍﻟﻨﻤﻮﺫﺝ ﻟﻼﻋﻤﺎﻝ ﺍﻟﻤﺴﺘﻘﺒﻠﻴﺔ ﻟﺘﻠﻚ ﺍﻟﺸﺮﻛﺎﺕ.

0.05) ≤ α (at ﻟﻠﺘﺴﻮﻳﻖ ﻋﺒﺮ ﻭﺳﺎﺋﻞ
ﻋﻨﺪ
ﺃﻭﺻﺖ ﺍﻟﺪﺭﺍﺳﺔ ﻋﻠﻰ ﺃﻥ ﻫﻨﺎﻙ ﺗﺄﺛﻴﺮ ﺇﺣﺼﺎﺋﻲ ﻗﻮﻱ

ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ ﻋﻠﻰ ﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻟﺸﺮﻛﺎﺕ ﺍﻹﺗﺼﺎﻻﺕ. ﻭﺑﺎﻟﺠﺎﻧﺐ ﺍﻵﺧﺮ ﺗﺒﻴﻦ ﺍﻧﻪ ﻳﻮﺟﺪ ﺍﺛﺮ ﺍﺣﺼﺎﺋﻲ ﻟﺼﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻋﻠﻰ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ. ﺑﻴﻨﻤﺎ ﻭﺟﺪ ﺃﺛﺮ ﺿﻌﻴﻖ ﻟﻠﺘﺴﻮﻳﻖ ﺑﺎﺳﺘﺨﺪﺍﻡ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ ﻋﻠﻰ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ ﻣﻦ ﺧﻼﻝ ﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ

ﻟﺸﺮﻛﺎﺕ ﺍﻻﺗﺼﺎﻻﺕ ﺍﻷﺭﺩﻧﻴﺔ.

ﻭ ﺃﻭﺻﺖ ﺍﻟﺪﺭﺍﺳﺔ ﻋﻠﻰ ﺍﻻﻫﺘﻤﺎﻡ ﻓﻲ ﺗﺼﻤﻴﻢ ﻧﻄﺒﻴﻘﺎﺕ ﺧﻠﻮﻳﺔ ﺳﻬﻠﺔ ﺍﻹﺳﺘﺨﺪﺍﻡ ﻟﺮﻓﻊ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ، ﺇﺿﺎﻓﺔ ﺇﻟﻰ ﺗﺸﺠﻴﻊ ﺍﻟﺸﺒﺎﺏ ﻟﻺﻧﺨﺮﺍﻁ ﻓﻲ ﻣﻮﺍﻗﻊ ﺍﻟﺘﻮﺍﺻﻞ ﻣﻦ ﺧﻼﻝ ﺍﻟﺤﻤﻼﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﺘﻲ ﺗﻌﻨﻰ

ﺑﺎﻟﺸﺒﺎﺏ.

ﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ،
ﺍﻟﺘﺴﻮﻳﻖ ﺑﺈﺳﺘﺨﺪﺍﻡ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻹﺟﺘﻤﺎﻋﻲ،
ﺍﻟﻜﻠﻤﺎﺕ ﺍﻟﻤﻔﺘﺎﺣﻴﺔ:

ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ.