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

Chapter Two


Theoretical Framework and Previous Studies

Chapter Two

In light of the growing of social media marketing among several organizations especially in telecommunication providers sector, and the transformation of social media to be an effective tool of marketing communication for building relationships with consumers, in order to be a new channel to reach their customers. (Abu- Rumman, Alhadid, 2014). Jordan has a highly developed communications infrastructure. Jordan's telecom infrastructure is growing at a very rapid pace and continually being updated and expanded. Communications in Jordan occur across many media, including telephone, radio, television, and internet.

1. The Theoretical Framework:

This part reviews the available relevant literature to this study, and consists of three parts:

• 
  Review social media marketing.
  

• 
  Review brand image.
  

• 
  Review customer satisfaction.
  

• 
  Review Jordan’s telecommunication sector.
  

Social Media Marketing

Nowadays the internet takes a significant role in people’s life. It has made a lot of milestones in all of life aspects through Web 2.0 and Web 3.0, Web 4.0. Internet evolutions allowed users to share blogs and information, as well as their opinions and

feelings, even trading, exchanges which called electronic business. According a research social media is gaining important role in business sectors; the research reveals that 51% of people are allowed to use Web 2.0 for business purposes at their working places. (R.Murphy, 2011) Accordin Vernuccio,(2014) The phenomenon of Web 2.0 consist a variety of platforms that allow users interchange information. This facilitates interactive relationships between companies and consumers.
Nielsen, (2009) Mentioned that, the tools and strategies of communicating with customers have changed since internet and social media penetrate our world. As a new online information source, social media is accepted by consumers for the purposes of recognizing about brands and services, products. (Blackshaw & Nazzaro, 2004)
For example Toyota, in 2010 Toyota was looking for some positive communication, after concerns about sticking gas pedals led to recall of millions of vehicles. Consumers have been sharing information online; the rapid growth of social media has merged these isolated conversations into a global phenomenon that has changed the nature of business communication. Toyota invited owners to tell their stories through a Facebook campaign it called “AutoBiography.” The program featured a customized Facebook application that encouraged owners to “showcase your most memorable moments [with your Toyota] and get inspired by the stories of other loyal Toyota owners.” Thousands of Toyota owners contributed, sharing everything from the pet names they gave their cars to how they use their cars for work or play to the way their families passed down a Toyota from one generation to the next. Many listed the number of miles they had on their cars, some up to 300,000 or more, making strong statements to support the Toyota message of reliability. Many owners also personalized their stories with photos or videos of themselves and their cars. Toyota
highlighted a small number of the stories through professionally produced animated or live videos, which it then featured prominently on the Auto-Biography page and used in print and television advertising. www.facebook.com/toyota

Michael Dewing, (2010) mentioned the kinds of internet services commonly associated with social media include the following:

Blogs: “Short of weblog” it is an online journal can be hosted for free on websites.

Wikis: a collective website where any participant is allowed to modify any page or create a new page.

Social bookmarking: Sites allow users to organize and share links to websites. Media-sharing sites: Sites allow users to post videos or photographs.
Ramsaran-Fowdar and Fowdar (2013) mentioned that social media marketing is a useful tool to manage existing customer relationships while creating new ones, by facilitating online exchange and communication. This supports the assumption of social media channels to be used in increasing customer satisfaction and customer retention. Anjum et al. (2012) also believe that social media marketing is imperative for companies who aiming to attract and retain customers. Other authors (Clark .et.al, 2012) have also found that the use of social media as a marketing channel increases customer satisfaction and customer retention.
It could be discussed that customers are willing to interact with companies by social media channels if they believe it is benefit them. Consumers can benefit from interacting with companies on social media channels in many different ways, including getting coupons or discounts, purchasing services or products, viewing reviews and product ratings, accessing general or specific information, learning about
new products and services, presenting opinions about products or services, accessing customer service, participating in events and feeling connected, submitting ideas for new products and services, and being part of community (Anjum et al., 2012). For the purpose of this study, the benefits that clients can obtain from social media will be referred to as ‘benefits’.