Developing a model for studying the effect of online marketing communications quality on brand equity in the service sector

Other Title(s)

تطوير نموذج لدراسة أثر جودة الاتصال التسويقي من خلال الإنترنت على قيمة العلامة التجارية في قطاع الخدمات

Dissertant

Shatnawi, Tamathir Majid Mansur

Thesis advisor

al-Dumur, Hani Hamid Hammud
al-Shaykh Salim, Fuad Abd al-Wahhab

Comitee Members

Masud, Imad Yusuf
Abu Nabi, Abd al-Aziz

University

Amman Arab University

Faculty

College of Business

Department

Department of Marketing

University Country

Jordan

Degree

Ph.D.

Degree Date

2012

English Abstract

-The competition in the service sector is increasing enormously, the challenge of gaining strong brand equity is threatened by the aggressive competition brought by global environment.

Brand management became one of the critical tasks followed recently by marketers.

It relies basically on marketing communication tools to build and enhance brand equity.

Online marketing communication tools are recognized as an important mean of building brand equity by establishing the brand in the mind of the customer and creating favorable attitudes toward it.

However, to build brand equity in the right way communication managers need to consider the quality dimensions of online marketing tools.

Accordingly, the main objective is to study the effect of online marketing communication's quality on brand equity in the service sector.

E-Service quality is considered the independent variable The conceptual framework for their scale was based on the dimensions proposed by Zeithaml et al.

(2000, 2002) where e- SQ quality dimensions of online marketing tools include, efficiency, reliability, fulfillment, privacy, responsiveness, compensation and contact.

The dimensions have been examined for five online tools which include Website, e-mail, search engine, Face book and Twitter.

The dependent variable in the study is customer based brand equity which consists of four main dimensions; brand awareness, brand image, brand perceived quality and brand loyalty.

This study has been conducted in the service sector with over all sample of 800 customer representing both banks and mobile sectors.

The model of the study is considered the first of its type that combines all tools of on online marketing communication in one model and studies separately the impact for each tool on customer based brand equity dimensions and comes up with over all analysis of the model variables.

The study clearly demonstrated that there is a significant difference between e-service quality related to Website, e-mail, search engine and Facebook and customer based brand equity.

Twitter did not prove to have any significant difference due to the small size of sample which can be justified by the low penetration rate of Twitter compared to Facebook in Jordan.

The study revealed that for each level of customer based brand equity as well as for each online marketing tool, quality dimensions need to have special consideration in the design and implementation of the communication strategy.

Data collected were analyzed using SPSS version 17.0 for purposes of testing the sub-hypotheses of the model, while Partial Least Square (PLS), using AMOS 16.0 was used to determine the interactions between the various constructs for ascertaining the various structured equation models (SEM), which indicates that 57.8% of the variance in customer based brand equity of the sample is explained by the model.

Marketing implications of this study stress the importance for marketers when building online marketing communication strategy to take quality dimensions into consideration.

Once all dimensions of quality are considered in the design, implementation and service recovery; service firms will be in better competitive positioning versus other rivals.

Main Subjects

Marketing

Topics

• Marketing
• Internet marketing

No. of Pages

219

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-533398