THE EFFECT OF BRAND IMAGE BENEFIT ON CUSTOMER SATISFACTION: THE CASE OF ETHIO TELECOM

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.