THE EFFECT OF PRODUCTS ATTRIBUTES CUSTOMER SATISFACTION ON BRAND LOYALTY IN THE ELECTRONIC APPLIANCES INDUSTRY: CASE OF JORDAN

Nemer Aburumman () and Asisa Nieto ()
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Nemer Aburumman: Doctoral School of Management and Business, University of Debrecen, Debrecen, Hungary
Asisa Nieto: Faculty of Humanities, Pablo de Olavide University, Sevilla, Spain

Oradea Journal of Business and Economics, 2019, vol. 4, issue Special, 39-51

Abstract: This paper shows an analysis of products attributes, customer satisfaction and brand loyalty in the electronic appliances sector. The main goal of the research is to determine the influence of a product’s physical and service-related attributes on customer satisfaction and eventually on brand loyalty. In particular, the objective of this paper is to answer the following question: if the attributes of a product influence in a customer satisfaction and in that way on a brand’s loyalty? We defined Customer satisfaction as the satisfaction of customers with any products. Therefore, the satisfaction was examined through a survey using questionnaires. The population included all customers of two of the branches from SmartBuy (one of the biggest companies in the IT sector in Jordan) in Amman. We designed the questionnaire and distributed it randomly to the respondents in two branches of the mentioned company. The questionnaire conducted was distributed to 150 respondents; we excluded 43 questionnaires from the analysis due to the incomplete data. So (107) questionnaires were valid for the study. The results show a correlation between the main factors, but more extensive researches in terms of the number of companies used in sampling must be conducted to verify this relation due to more factors mostly statistically insignificant.

Keywords: Products Attributes; Customer Satisfaction; Jordan; Brand Loyalty; IT Management. (search for similar items in EconPapers)
JEL-codes: M15 M30 (search for similar items in EconPapers)
Date: 2019
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