THE IMPACT OF BRANDING ON CONSUMER SATISFACTION IN MOBILE TELECOMUNICATIONS SERVICES

Current research suggests that consumers are looking for brands that provide them with a unique, experiential and memorable experience. The companies are making significant efforts to build brands that can attract customers, create mutual trust, satisfy customer needs and subsequently induce the pur...

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Bibliographic Details
Published inEconomic and Social Development: Book of Proceedings pp. 11 - 26
Main Authors Dzupina, Milan, Schlosserova, Zuzana, Culikova, Michaela
Format Conference Proceeding
LanguageEnglish
Published Varazdin Varazdin Development and Entrepreneurship Agency (VADEA) 10.05.2019
Subjects
Brand identification
Brand loyalty
Competition
Competitive advantage
Consumers
Corporate culture
Corporate image
Customer satisfaction
Customer services
Customers
Impact analysis
Market strategy
Marketing
Mathematical models
Personality
Profits
Purchase intention
Statistical models
Wireless communications
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Summary:Current research suggests that consumers are looking for brands that provide them with a unique, experiential and memorable experience. The companies are making significant efforts to build brands that can attract customers, create mutual trust, satisfy customer needs and subsequently induce the purchase. The efforts of the companies are focused on building the relationships based on satisfaction and trust, resulting in customer loyalty. The ability to maintain the customers is key in terms of the future survival of the companies. Satisfied customers generate higher profits from a long term perspective with regard to their lifetime value, and they increase the volume of their purchases over time. Our research focuses on the brands marketed by mobile service providers. The aim of our research was to analyze the relationship between the brand experience, satisfaction, trust and loyalty to the brand. When drafting the aim of our research, we used the existing theoretical knowledge on the issue. Our research was based on the existing research conducted abroad, which we applied to our conditions. To do a thorough analysis of the relations, we have created a statistical model in IBM AMOS 23.0, in which we included a number of variables and analyzed their estimated impact. Our findings allow for a certain degree of generalization, which allows us to formulate the conclusions. Despite the above, we are aware of the need to deepen our research and extend the sample size in the future.
ISSN:1849-6903
1849-6903