أثر أبعاد العلامة التجارية على رضا الزبائن : دراسة تطبيقية على شركة سامسونج للهاتف المحمول في مدينة الزرقاء-الأردن

الملخص EN

This study aims to analysis of the impact of the brand on the dimensions of satisfaction customers Samsung cellular mobile phone brand in terms of the dimensions of which was chosen as an independent variable, namely, (perceived price, perceived quality, customer confidence, perceived value, celebrity brand).

The study population was composed of individual users of Samsung mobile phones in Zarqa city in Jordan.

Were distributed (435) questionnaire was recovery (380) by recovery of approximately (87%).

After the dump data were excluded (23) questionnaire as a result of a decision by the researcher about the lack of seriousness of some of the respondents to answer.

Number of questionnaires to become a subject of analysis (357) questionnaire, for representing approximately 94% of the questionnaires were recovered.

Results of the analysis showed that there was a statistically significant effect of the dimensions of brand on customer satisfaction separetly , and is considered the most famous perceived explanation among other factors factor rose by 42.8%, while considered at least an explanation of the variables by 27.4% amounted to the price factor perceived.

The study recommended the need for continued and agents Samsung mobile phone company in maintaining the reputation and value of the business through advertising and other means which help to strengthen the minds of customers product niche, and the need to maintain the prices of mobile phones versus Fame, enhance the value of product quality.