The Effect Of Branding On Customer Satisfaction: An Empirical Study On Marie Stopes International Ethiopia
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Date
2018-10-19
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Addis Ababa University
Abstract
The main purpose of this thesis is to investigate the effect of branding in customer
satisfactionin the case of Marie Stopes International Ethiopia. Inthisstudy,a total of 295 usable
questionnaires weregathered. The population of the study were customers of MSIE who get
services in the selected three centers found in Addis Ababa.The study used primary data that
were collected through self-administered questionnaires. The data was analyzed by the use of
descriptivestatistics. The regression analysis was used to assess the effects of branding and
customer satisfaction. The studyestablished that customers were satisfied with the
company’sbrand. The study concluded that branding has a positive effect on customer
satisfaction in the case of MSIE. For customer satisfaction, organizations should understand
customer-specific needs,provide good quality products, and have the capacity to address
customer complaints or problems in a friendly manner. It further recommended that it is
important for organizations to measure customers' satisfaction in order to analyze their
service, image, performance and whether their satisfied customers are willing to
recommend their branded service to others as well as having the intention to use theirservices in
the future.
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Keywords
Branding, customers, customer satisfaction