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INFLUENCE OF SOCIAL STATUS AND CORPORATE IMAGE ON CUSTOMER SATISFACTION: A TEST IN THE MOBILE PHONE SECTOR

Business Management Review

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Title INFLUENCE OF SOCIAL STATUS AND CORPORATE IMAGE ON CUSTOMER SATISFACTION: A TEST IN THE MOBILE PHONE SECTOR
 
Creator Jani, Dev; University of Dar es Salaam
 
Description Corporate image is one among the intangible company assets, and when used strategically, it can ensure long-term company profitability though customer satisfaction. This study aimed at testing the influence of corporate image and social comparison on customer satisfaction in the mobile sector in Tanzania. A structured questionnaire was employed in data collection from a convenience sample of mobile phone users that yielded 98 usable questionnaires. Regression analysis indicates social status to be a significant predictor of customer satisfaction compared to corporate image. The results imply managers need not only focus on improving the corporate image but also enhancing the social status of their customers through their marketing strategies. Despite being sector specific, the study elucidates the impact of both corporate image and social status for the sector as well as for a specific marketing environment.
 
Publisher University of Dar es Salaam
 
Contributor —
 
Date 2015-12-18
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://journals.udsm.ac.tz/index.php/bmr/article/view/5
 
Source Business Management Review; Vol 17
2546-213X
0856-2253
 
Language eng
 
Relation https://journals.udsm.ac.tz/index.php/bmr/article/view/5/2
 
Rights Copyright (c) 2015 Business Management Review