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

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dc.creatorJani, Dev
dc.date2016-01-25T07:56:09Z
dc.date2016-01-25T07:56:09Z
dc.date2014
dc.date.accessioned2021-05-03T13:36:18Z
dc.date.available2021-05-03T13:36:18Z
dc.descriptionCorporate 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.identifierUniversity of Dar es Salaam Business School
dc.identifier0856-2253
dc.identifierhttp://hdl.handle.net/123456789/179
dc.identifier.urihttp://hdl.handle.net/123456789/47637
dc.languageen
dc.subjectcorporate image
dc.subjectsocial status
dc.subjectsatisfaction
dc.subjectmobile phone
dc.titleINFLUENCE OF SOCIAL STATUS AND CORPORATE IMAGE ON CUSTOMER SATISFACTION: A TEST IN THE MOBILE PHONE SECTOR
dc.typeJournal Article, Peer Reviewed

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