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

Chapter One General Framework

Chapter One

1. Introduction

Social media have provided new opportunities to customers to engage on internet interactions. Customers use social media, to generate content and to communicate with other users. The study of social media can also identify the advantages to be gained by business. A lot of companies around the world have built special teams to manage their works on the internet; even a lot of these companies made a social media departments that work with the other departments in a cooperative way. Brand image and customer satisfaction, as we recognize these two components have a strong link between each other, in order to get the main objectives of any corporate. Firms now focus on their customers by building real strong relationships, in order to reach a loyal consumer who respect and defend the brand.

Jordan has a strong competition in telecommunication sector Orange, Umniah and Zain are dominating this sector. Day by day these companies set many offers to retain, attract new customers also by advertising on social media and other advertising tools.
Social media has built an interactive platform for marketers. It has enhanced the relationships with customers. It can take several forms, such as Weblogs, Wikis and Micro blogging, pictures and videos. The buying process is literally affected by the way of marketing of a particular brand. Social media marketing has emerged as the most effective tool of marketing communication. Organizations are using social media campaigns to attract customers, as well as increasing customer loyalty. (Kim and Ko, 2012). Gordhamer, (2009) has mentioned social media marketing is different than traditional marketing, social media marketing is related to relationships marketing that focus on brand image and loyalty.
Biel, (1992) stated that a good brand image creates when the brand is unique and customers recommend it to another people. Brand image has an effective impact on purchase behavior. Bondesson, (2012) noted relationships between brand image and brand strength results brand loyalty; select, repeatedly purchase a brand.
Companies might aim to delight its customers, as well as its employees. Smart companies create advanced level of employee satisfaction, which leads to better effort, which leads to higher-quality services and products, which create higher customer satisfaction, which leads to repeat business, which leads to growth and more profits. (Kotler, Keller, 2015)
Zain Jordan revolutionized telecommunications in Jordan by introducing GSM mobile services into the country. Zain quickly became the foremost telecom company in Jordan, a position that it kept to this day through a far sighted policy of investment in adopting cutting edge technology to provide state of the art services to customers. Since its inception, Zain Jordan has tallied subscriber growth at an exceptional rate, with the number of subscribers around 5,903 million subscribers in the kingdom. Through about 6325 cell sites, Zain covers the entire populated area of Jordan.
Umniah stands out in one of the region’s most competitive markets as the fastest growing and most trusted telecommunications provider. Since its launch in June 2005, Umniah has achieved a strong presence in the Jordanian telecom market by offering high-quality mobile, internet, and business solutions while keeping abreast of the latest industry trends and ensuring customer satisfaction. Umniah consistently contributes to the development of Jordan’s telecommunications services by maintaining steady growth in the areas of mobile and Internet subscriptions. The company boosted the Jordanian mobile market penetration from 38% in 2005 to more
than 157% in 2016, proving itself as a driving force in the expansion of the ICT sector.

Orange Jordan is one of the 29 subsidiaries of Orange Group, a leading telecommunications operator in the world that ranks in the top ten among its competitors.. Orange Jordan is an international brand with a local spirit, applying globally acquired experience to initiate and maintain a digital transformation of the country that will lead to greater opportunities at shared socioeconomic prosperity for its people. It has an expanding customer base of more than five million, a network of around 1,800 dedicated employees. Orange Jordan provides leading, integrated telecommunications throughout the Kingdom, offering individuals and enterprises a vast portfolio of fixed, mobile, and internet services. The company especially focuses on providing unmatched connectivity to all of its customers through its latest endeavors into Next Generation Networks (NGNs), which include LTE, LTE-M, LTE-IoT, Fiber-To-The Home (FTTH), Fiber-To-The-Business (FTTB), and IMS (IP Multimedia Subsystem). Connecting people to all that is essential to them is at the very core of what Orange Jordan does, a commitment solidified by the five drivers of the company’s continually motivating corporate strategy Essentials 2020 that was launched in 2015. This resolved framework is upheld by five key drivers, including offering richer connectivity options, reinventing customer relationships, building a people-oriented and digital employer model, accompanying the transformation of enterprise customers, and diversifying operations by effectively capitalizing on assets. Identifying and implementing new ways to forge lasting relationships with its customers, the company has sparked a revolution in the way people are served by telecommunications operators.

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