| Abstract: | This study was conducted under a title called, “The effect of brand image benefit on customer
satisfaction: The case of Ethio Telecom”. Satisfaction plays an important role in influencing the
overall consumer reaction towards a brand image acceptance thus, discovering, and elaborating
the importance of brand image from the perspective of brand image benefits on customer’s
satisfaction is very essential. Hence, this study investigated on how brand image benefits could
contribute to customer’s satisfaction in particular to Ethio telecom. This study used a Mixed
research approach. It also implemented an explanatory research design. The sample size of the
study was 385. This study concluded that the brand image attributes in terms of functional,
symbolic and experiential benefit have significant and positive effect on customer satisfaction.
All brand image benefit dimensions were found to be significantly and positively related to
customer overall satisfaction. Based on the findings, the researcher recommends that the
company should create good service quality, it result in the development of a strong brand image
and hence customer satisfaction. Additionally, the company could periodically review the status
or the level of customer satisfaction is advisable for its profitability. |
