Service Branding On Telecommunication : Bong Ee Boon A Case Study In Kuching

Bong, Ee Boon (2009) Service Branding On Telecommunication : Bong Ee Boon A Case Study In Kuching. [Final Year Project Report] (Unpublished)

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Abstract

Service branding plays an important role for an organization which provides services that also includes telecommunication. Therefore, this study aims to explore the service brand equity associated with service satisfaction and brand loyalty in telecommunication service brand by using the Berry (2000) Service Branding Model. The questionnaires were collected from two hundred respondents in Kuching with ages ranging from 20 to 40 years old and above. Based on the survey of among the service branding dimensions, operation is mainly viewed through customers' perception, whereas the country-of-origin is the least important. The finding showed that service operation is critical in influencing customers' service satisfaction whereas brand image is critical in influencing brand loyalty. Grater satisfaction will lead to greater loyalty towards the telecommunication service brand. The findings suggest that service brand managers should try to emphasis on the importance of service operation in order to build a strong and positive brand image. Once customers have experienced the superior service operation provided by the mobile operators, it will then lead to customers' satisfaction. When customers are satisfied with the service operation, it will help to build up a good brand image towards the brand and consequently will lead to greater customers' loyalty.

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