| 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 |
|