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

Authors

  • Dev Jani University of Dar es salaam

Keywords:

corporate image, social status, satisfaction, mobile phone

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.

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Author Biography

Dev Jani, University of Dar es salaam

Department of Marketing, University of Da es Salaam Tanzania.

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Published

2014-12-31

How to Cite

Jani, D. . (2014). Influence of Social Status and Corporate Image on Customer Satisfaction: A Test in the Mobile Phone Sector. Business Management Review, 17, 1-13. Retrieved from https://bmr.udsm.ac.tz/index.php/bmr/article/view/33