INFLUENCE OF SOCIAL STATUS AND CORPORATE IMAGE ON CUSTOMER SATISFACTION: A TEST IN THE MOBILE PHONE SECTOR
Abstract
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.
Downloads
Published
Issue
Section
License
CopyrightCopyright © by University Of Dar-es-Salaam Business School, University of Dar es Salaam
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage or retrieval system, without permission in writing from the publisher, except for short extracts in fair dealing, for research or private study, critical scholarly review or discourse with an acknowledgement.
Business Management Review [ISSN 0856 2253 (Print) & ISSN (Online)] is published bi-annually, June and December by University Of Dar-Es-Salaam Business School, University of Dar es Salaam, and P.O. Box 35046 €“ Dar es Salaam €“ Tanzania.
