Abstract
Mobile telecommunication service providers in Zimbabwe are using a brand image to market their products and minimize brand switching, resulting from increased market competition. A cross-sectional survey was conducted among a convenience sample of 385 participants in Zimbabwe. The sample size was determined using Rao software sample size calculator to extract an acceptable sample from apopulation of 1,973,906 inhabitants. Data were collected using a five-point Likert scale questionnaire and were also tested for reliability and validity using SPSS version 20. It was ascertained that 70% of the respondents’ switched SIM cards, 20% never switched, and 10% were indifferent to the different providers. Structural Equation Modeling (SEM) showed that mobile network service providers’ brand image positively affects customer satisfaction, a positive relationship exists between mobile network service providers’ brand image and consumer brand switching behavior, customer satisfaction positively affects their loyalty. Corporate brand image indirectly affects customer loyalty through customer satisfaction. The researchers recommend marketers to consider the findings when designing strategies for marketing mobile network services. AcknowledgmentsThe authors of this paper greatly appreciate the support and cooperation they received from the Postal and Telecommunications Authority of Zimbabwe (POTRAZ) and research participants during the survey.
Highlights
Globalization has led to technological advancements, especially in the mobile telecommunications sector, which has resulted in increased competition, such that service providers resort to using the brand image to market their products (Zhang, 2015). Marumbwa (2013) argues that several brands exist in the mobile telecommunications global village, and consumers make their purchase decision depending on their perception of the brand image
The research aimed to discover the impact of corporate brand image on customer satisfaction, customer loyalty, and consumer switching behavior
The results showed a positive relationship between the mobile network’s corporate brand image and customer satisfaction
Summary
Globalization has led to technological advancements, especially in the mobile telecommunications sector, which has resulted in increased competition, such that service providers resort to using the brand image to market their products (Zhang, 2015). Marumbwa (2013) argues that several brands exist in the mobile telecommunications global village, and consumers make their purchase decision depending on their perception of the brand image. The researchers mentioned above paid more significant attention to the relationship between brand image and purchasing decisions, commitment, trust, and attitude Despite these increased interests in branding and consumer behavior, little empirical literature is available on the effect of corporate brand image on consumer switching, loyalty, and satisfaction. No research was conducted on corporate brand image and satisfaction of customers and consumer switching in the mobile telecommunications sector in Zimbabwe. This research, adds to the body of knowledge by investigating the relationship between corporate brand image and consumer loyalty, customer satisfaction, and consumer switching in Zimbabwe’s mobile telecommunications sector.
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