Κατεύθυνση Στρατηγικού Μάνατζμεντ
Library of the Faculty of Economics and of the Faculty of Business Administration

2018-12-12

2018

Pavlidis Nikolaos

Αντωνίου Χρήστος, Assistant Professor, Leeds University

Αξία επωνυμίας και ικανοποίηση καταναλωτών: Η περίπτωση της Cosmote

Greek

Brand Name and Customer Satisfaction: Case study of Cosmote

The marketing strategy of a company is very critical in a period where the corporate environment is characterized by increased competitiveness and each company tries to differentiate its product so that to enhance its competitive advantage. A very usual means of product differentiation is brand name. The latter refers to the way a consumer perceives a product and the way he develops specific bonds with the product. Developing a strong brand name implies numerous benefits for the company since the product is well positioned into the consumer’s consciousness and results in the creation of loyal customers. On the other hand there are several disadvantages since brand development can be costly, it creates big expectations from consumers and if there is a negative development associated with the company the negative impact will be much stronger compared to the case where no branding exists. Customer satisfaction refers to the emotional response of a customer with respect to the experience and feeling he has developed after he has consumed the product. According to previous research a strong brand name has a positive impact on customer satisfaction, since the consumer has a bigger awareness of what he byes and the risks associated with the product purchase are mitigated. In the resent assignment we examine the relation between customer satisfaction and brand name where the latter is expressed from its 4 dimensions for the COSMOTE company. Moreover, we investigate the relations between customer satisfaction and each dimension of brand name. Our results indicate that brand name has a positive statistically significant impact on customer satisfaction.
Key words: satisfaction, brand name, perceived value, brand awareness, consumer consciousness, brand association

Social, Political and Economic sciences

Customer, satisfaction, brand

No

0

Yes

51

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https://pergamos.lib.uoa.gr/uoa/dl/object/2837502