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Influence of Social Status and Corporate Image on Customer Satisfaction: A Test in the Mobile Phone Sector

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dc.creator Jani, Dev
dc.date 2016-06-07T09:25:11Z
dc.date 2016-06-07T09:25:11Z
dc.date 2015
dc.date.accessioned 2018-04-18T12:36:46Z
dc.date.available 2018-04-18T12:36:46Z
dc.identifier Jani, D., 2015. INFLUENCE OF SOCIAL STATUS AND CORPORATE IMAGE ON CUSTOMER SATISFACTION: A TEST IN THE MOBILE PHONE SECTOR. Business Management Review, 17(1).
dc.identifier http://hdl.handle.net/20.500.11810/2404
dc.identifier.uri http://hdl.handle.net/20.500.11810/2404
dc.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.
dc.language en
dc.subject Corporate image
dc.subject Social status
dc.subject Satisfaction
dc.subject Mobile phone
dc.title Influence of Social Status and Corporate Image on Customer Satisfaction: A Test in the Mobile Phone Sector
dc.type Journal Article, Peer Reviewed


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