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

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dc.contributor.authorJani, Dev
dc.date.accessioned2016-06-07T09:25:11Z
dc.date.available2016-06-07T09:25:11Z
dc.date.issued2015
dc.description.abstractCorporate 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.en_US
dc.identifier.citationJani, D., 2015. INFLUENCE OF SOCIAL STATUS AND CORPORATE IMAGE ON CUSTOMER SATISFACTION: A TEST IN THE MOBILE PHONE SECTOR. Business Management Review, 17(1).en_US
dc.identifier.urihttp://hdl.handle.net/20.500.11810/2404
dc.language.isoenen_US
dc.subjectCorporate imageen_US
dc.subjectSocial statusen_US
dc.subjectSatisfactionen_US
dc.subjectMobile phoneen_US
dc.titleInfluence of Social Status and Corporate Image on Customer Satisfaction: A Test in the Mobile Phone Sectoren_US
dc.typeJournal Article, Peer Revieweden_US
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