June 1, 2017 Thesis Open Access

Samuel Hagos

DCAT Export

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        <foaf:name>Samuel Hagos</foaf:name>
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    <dct:title>THE EFFECT OF BRAND IMAGE ON CUSTOMER SATISFACTION AND LOYATY</dct:title>
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    <dct:description>&lt;p&gt;The purpose of this study is to examine the effect of brand image on customer satisfaction and&lt;br&gt; loyalty in Ethiopian Insurance Corporation Addis Abeba customers. The study tried to explain the&lt;br&gt; relationship between brand image and customer satisfaction and loyalty, the effect of brand image&lt;br&gt; on customer satisfaction, and the mediating effect of customer satisfaction in brand imagecustomer&lt;br&gt; loyalty relationship. Brand image benefits (i.e. functional, experiential and symbolic&lt;br&gt; benefits) are used as independent variables and customer satisfaction and customer loyalty as&lt;br&gt; dependent variables. Besides, questionnaires are used as data collection instrument from&lt;br&gt; respondents. Correlation analysis used to analyze the relationship between the variables and&lt;br&gt; regression analysis is performed to examine the effect of brand image on customer satisfaction&lt;br&gt; and loyalty. The results showed that brand image benefits and customer satisfaction are positively&lt;br&gt; correlated, and customer satisfaction and customer loyalty are also significantly affected by brand&lt;br&gt; image benefits with different degrees&lt;/p&gt;</dct:description>
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