Browsing by Author "Yohannes Getachew"
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Item The effect of Brand image on customer satisfaction: The case of the commercial Bank of Ethiopia(Addis Ababa University, 2024-10) Yohannes Getachew; Saleamlak Mola (PhD)The purpose of this study was to examine the effects of brand image on customer satisfaction in the Commercial Bank of Ethiopia. It uses four dimensions of brand image which include brand identity, brand personality, brand association and brand attitude. Through the use of convenience sampling method, questionnaires, adopted from previous studies and relevant literature, were distributed to gather data from 384 respondents out of which 354 valid questionnaires were returned. The reliability was judged using Cronbach’s alpha values ranging from .707 to .934. After analyzing the data with descriptive statistics, correlation and regression analysis, the findings indicate that all the four variables of brand image significantly influence customer satisfaction and are found to aggregately explain 83.4% of the variance in customer satisfaction. All the four hypotheses have been supported as the variables were judged to affect customer satisfaction. The results have led the researcher to recommend some marketing activities to be undertaken by the bank to enhance its brand identity, brand personality, brand association and brand attitude to increase customer satisfaction as well as implying the limitations of the study and the model and paving the way to be used as a base for future researches. Key words: brand image, brand identity, brand personality, brand association, brand attitude, customer satisfaction.