COMPANY BRAND AND CUSTOMER LOYALTY UNDER STAKEHOLDER MANAGEMENT: A STUDY OF TELECOMMUNICATION COMPANIES IN JORDAN

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Abstract

The present study aimed to identify the impact of brand-related factors (brand image, credibility, accessibility and service quality) on customer loyalty in Jordanian telecommunication companies (i.e. Zain, Orange and Umniah). The present study adopts a descriptive analytical approach. The population of the present study consists from all the customers of Jordanian telecommunications companies. A convenience sample of 500 customers in Amman was selected. A questionnaire is used to collect data, 385 questionnaire forms were retrieved. It is concluded that brand image, credibility, accessibility, and service quality have a statistically significant impact on customer loyalty to the Jordanian telecommunication companies. Also, it is concluded that respondents are highly aware about the significance of the examined brand-related factors. In addition, it is concluded that brand image has a weak significant impact on customer loyalty to the Jordanian telecommunication companies.

Keywords: Brand image, Credibility, Accessibility, Service Quality, Customer Loyalty, Brand Related Factors

Authors’ individual contribution: Conceptualization – N.A. and M.B; Methodology – N.A and M.A.; Formal Analysis – M.A. and N.A; Resources – N.A; Writing – M.A. and M.B; Supervision – N.A.

JEL Classification: M31

Received: 27.03.2019
Accepted: 02.07.2019
Published online: 03.07.2019

How to cite this paper: Ali, N. N., Allan, M., & Baker, M. R. (2019). Company brand and customer loyalty under stakeholder management: A study of telecommunication companies in Jordan. Corporate Ownership & Control, 16(4), 45-55. https://doi.org/10.22495/cocv16i4art4