Brand image and customer satisfaction in mobile phone market: study based on customers in Kandy district

V M Dunuwille,M G S Pathmini

doi:10.4038/jbs.v3i1.27

Abstract

In a competitive and Brand conscious market, building Brand Image of Mobile Phones is challenging task. In this context, this study aims to examine the relationship between Brand Image and Customer Satisfaction in Mobile Phone Market among Customers in Kandy District in Sri Lanka. Based on reviewed literature, it was found that the Brand Image was strongly related to Customer Satisfaction. Accordingly, four independent variables were identified as major dimensions of the Brand Image; Perceived Quality (PQ), Brand Loyalty (BL), Brand Awareness (BW) and Brand Association (BAs). This study was deductive, an exploratory type. The population of the study consisted in Mobile Phone users of Kandy District. 110 respondents were selected as the sample representing four main cities in the Kandy District; Katugastota, Pilimathalawa, Peradeniya, Akurana using the convenience sampling method. Questionnaire method was administrated to collect primary data. Descriptive statistics and inferential statistics techniques were applied to analyze the data. The hypotheses have been tested using Pearson correlation, regression and multiple regression analysis. It was indicated that Brand Awareness as the most significant factor related to Customer Satisfaction. Results showed that there is a significant impact of all independent variables (PQ, BL, BW, BA) on customer satisfaction in Mobile Phone Market. Recommendations were provided to marketers and managers in mobile phone industry to achieve high Customer Satisfaction through building strong Brand Image.

Highlights

In a competitive and dynamic business symbolicmeanings, itgenerates . environment, the brand image of a product is Brands are introducing each very important to determine its market and every day leads to anever ending position
The deductive method applied for the study because of the study conducted based on existing theories and published literature on the brand image and customer satisfaction
Reliability results of the test are presented in table 8.2 and all the variables are accepted under the condition of Cronbach's alpha with reflect to the Sekaran (2007)

Summary

Introduction

In a competitive and dynamic business symbolicmeanings , itgenerates . environment, the brand image of a product is Brands are introducing each very important to determine its market and every day leads to anever ending position. Mobile phone customers in Sri Lanka are frequently switching their brand preference to other competitive brands aiming to get high value and satisfaction. This study aims to evaluate the impact of Brand Image on determining the Customer Satisfaction in mobile phone. E-Tel occupied third place with 13.9% share during the same period According to these figures, it is obvious that mobile phone brands have faced a rigid competition at maintaining their customers' satisfaction. Sothis study aims to find out, “How does Brand Image influence Customer Satisfaction of the mobile phone market in Sri Lanka”. It seems a possibility to spread customer satisfaction in the mobile phone bad word of mouth, if any customers market in the Kandy district in Sri Lanka. It seems a possibility to spread customer satisfaction in the mobile phone bad word of mouth, if any customers market in the Kandy district in Sri Lanka. experienced with dissatisfaction on the

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