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

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.