The Impact of Customer Service, Network Quality, Promotions, and Corporate Social Responsibility on Brand Image: An Empirical Study of the Telecommunication Industry in Guinea"
Abstract
This study investigates the impact of customer service, network quality, promotions, and corporate social responsibility (CSR) on brand image in the telecommunication industry in Guinea. Given the competitive nature of the sector and the growing demand for reliable services, companies must understand the key drivers that shape consumer perceptions of their brand. Using a quantitative research approach, data were collected through surveys from telecommunication customers in Guinea. The findings reveal that customer service are the most significant factors influencing brand image, while network quality, promotions and CSR efforts also play a positive but lesser role. The study suggests that telecommunication companies in Guinea can enhance their brand image by improving customer service, upgrading network quality, implementing creative promotional activities, and engaging in meaningful CSR initiatives. These insights are valuable for managers aiming to strengthen their competitive position and improve customer retention in a dynamic market.
References
Alam N & Rubel AK. 2014. Impacts of Corporate Social Responsibility on Customer Satisfaction in Telecom Industry of Bangladesh. ABC Journal of Advanced Research, 3(2), 93-104.
Ali, H., & Mappesona, H. (2016). “Build brand image: Analysis service quality and product quality (case study at Giant Citra Raya)”. International Journal of Economic Research.
Ali, H., Narulita, E., & Nurmahdi, A. (2018). “The Influence of Service Quality, brand image and promotion on purchase decision at MCU Eka Hospital”. Saudi Journal of Business and Management Studies (SJBMS), 3(1), 88-97.
Ali, I., Rehman, K.U., Yilmaz, A.K., Nazie, S. & Ali, J.F. (2010). Effects of corporate social responsibility on consumer retention in the cellular industry of Pakistan. African Journal of Business Management, 4 (4), 475-485.
Ali, I., Rehman, K.U., Yilmaz, A.K., Nazie, S. and Ali, J.F. (2010). “Effects of corporate social responsibility on consumer retention in the cellular industry of Pakistan”, African Journal of Business Management, 4 (4), 475-485.
Amaresan S. (2022). “Why Customer Service is important: 16 Data-Backed facts to know”. Retrieve from https://blog.hubspot.com/service/importance-customer-service 21 January 2023.
Asiegbu, B.C., Ohuabunwa, A.E., Nwakanma, C.I., & Ezeh, G. (2015) “Assessment of factors affecting quality of service of cellular mobile network operators in Nigeria for the period 2010 to 2014”. International Journal of Engineering and Modern Technology, 1(8), 2504–8848.
Bhattacharjee, A., Jahanshahi, A.A., Polas MEH., Hossain, M.I., & Asheq, A.S. (2019). “Customer care service management is moving forward to achieve sustainable customer retention in every industry. Does it play a role to increase brand retention?”. International journal of Management and Sustainability, 8(2), 88-97.
Brata, B. H., Husani, S., & Ali, H. (2017). “The influence of quality products, price, promotion, and location to product purchase decision on Nitchi at PT. Jaya Swarasa Agung in Central Jakarta”. Saudi Journal of Business and Management Studies. 2(4B), 433-445.
Coles, T., Fenclova, E., & Dinan, C. (2013). “Tourism and corporate social responsibility: A critical review and research agenda”. Tourism Management Perspectives, 6, 122-141.
Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593.
Demir, A., Budur, T., & Heshmati, A. (2021). Antecedents of trust, corporate image, and switching costs: A case in telecommunication services in Kurdistan region of Iraq. International Journal of Mobile Communications, 19(1), 53-74.
Dean, D. H. (2004). Consumer reaction to negative publicity: Effects of corporate reputation, response, and responsibility for a crisis event. The Journal of Business Communication, 41(2), 192-211.
Djumarno, Handiman, U.T., & Ali, H. (2019). “The influence of brand knowledge and brand relationship on purchase decision through brand attachment”. In International Journal of Business Marketing and Management (IJBMM).4(1), 49-56.
Gulliando, D. & Shihab, M.S. (2019) “The effect of product quality, price and promotion on the purchase decision of Telkomsel service products.” International Journal of Innovative Science and Research Technology, 4(9), 419-425.
Hartline, M.D. and Jones, K.C. (1996) Employee Performance Cues in a Hotel Service
Environment: Influence on Perceived Service Quality, Value, and Word-of-Mouth
Intentions. Journal of Business Research, 35, 207-215.
Hasmiati, H., Thaief, I. Hasan, M., Dinar, M., & Rahmatullah, R. (2020) “The effect of brand image and price on product purchase decisions at the Sewing House Akkhwat Makassar,” Pinisi Business Administration Review, 2(2), 57-68.
Havidz, H.B.H & Mahaputra, M.R. (2020). Brand image and purchasing decision: Analysis of price perception and promotion (literature Review of Marketing Management). Dinasti International Journal of Economics, Finance & Accounting, 1(4), 727–741.
Heri, H. (2017). Analysis the effect of service quality, customers value, customer satisfaction and customer trust on corporate image. IOSR Journal of Business and Management, 19(06), 38‒46.
Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M.S (2020). “The Impact of Corporate Social Responsibility on Customer Loyalty: The Mediating Role of Corporate Reputation, Customer Satisfaction, and Trust”, Sustainable Production and Consumption, 25,123-135.
Jere, J. (2013). The Role of Marketing Strategies in the Performance of Telecommunication
Companies: A Comparative Study of TNM and Airtel (Master’s Thesis). Indira Gandhi
National Open University, School of Management Studies, Ignou, New Delhi.
Khan, R. Kumar, P. D. N. K. Jayakody, and Liyanage, M. (2020) “A survey on security and privacy of 5G technologies: potential solutions, recent advancements, and future directions,” IEEE Communications Surveys & Tutorials, 22 (1), 196– 248.
Kim, J. (2017). The impact of different price promotions on customer retention. Journal of retailing and consumer services, 46, 1-8.
Kim, M.K., Park, M.C., & Jeong, D.H. (2004). “The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services”. Telecommunications Policy, 28(2), 145-159.
Latif, W.B., Islam, M.A., & Mohamed, M.B. (2015) “Antecedents of brand image: a conceptual model.” Australian Journal of Business and Economic Studies, 1(1). 95-100.
Lee, J. & Lee, Y. (2018). Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and Brand Image. Journal of Fashion Marketing and Management: An International Journal, 22(3), 387-403.
Mappesona, H., Ikhsani, K., & Ali, H. (2020). “Customer purchase decision model, supply chain management and customer satisfaction: Product quality and promotion analysis”. International Journal of Supply Chain Management, 9(1), 592-600.
Martínez, P., Perez, A., & Del Bosque, I. R. (2014). “CSR influence on hotel brand image and loyalty”. Academia Revista Latinoamericana de Administracion, 27 (2), 267-283.
Mohammed, A., & Rashid, B. (2018). “A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel industry”. Kasetsart Journal of Social Sciences, 39(2), 358-364.
Njoroge, K.N. (2016). “Effect of service quality on sustainable competitive advantage in the mobile telecommunications industry in Nairobi County” (Master’s thesis, United States international university Africa).
Nwakanma, I.C, Udunwa, AI, Kizto, A., Ukwunna ED., Obasi EC. (2018) “Factors influencing telecommunication subscribers’ decision to port among network providers in Nigeria”. American Journal of Computer Science and Information Technology,
6(1), 1-11.
Park, H., & Park, S. (2019). The effect of emotional image on customer attitude. Journal of Asian Finance, Economics and Business, 6(3), 259–268. https://doi.org/10.13106/jafeb.2019. vol6.no3.259.
Prihartono, & Ali, H. (2020). The promises ethics and marketing concept strategy as a competitive advantage on private higher education (A survey on perception of product attributes and promotion mix in Indonesia). Talent Development and Excellence.
Puspaningrum, A. (2020). The influence of brand image on satisfaction to improve customer retention towards Batik Keris in Malang City. Jurnal Aplikasi Manajemen, 18 (1), 142– 151.
Puspita P. et al. (2022). The effects of service quality, price Internet, facility Internet, HR customer care on purchasing decision with brand image as a mediation variable in choosing Internet products at PT Supra Primatama Nusantara (Biznet Networks) in Banyuwangi. International Journal of Scientific Engineering and Science, 5(12), 91-99.
Qadri, U., & Shah Khan, M. (2014). “Factors affecting on customer retention: A case study of cellular industry of Pakistan”. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM), 1(1), 1-22.
Rahman, M. B., & Chowdhury, N. (2022). Determinants of customer retention in cellular industry of Bangladesh: a study on young customers. Indonesian Journal of Social Research (IJSR), 4(1), 10-21.
Ramadhan, I., & Usman, O. (2020). The Influence of Price, Service Quality, and Brand Image on Customer Satisfaction of Cellular Operator Telkomsel. Available at SSRN: https://ssrn.com/abstract=3642769 or http://dx.doi.org/10.2139/ssrn.3642769.
Richardo, et al. (2020) “ A student loyalty model: Promotion, products, and registration decision analysis - case study of Griya English Fun Learning at the Tutoring Institute in Wonosobo Central Java.” International Journal of Innovation, Creativity and Change, 12 (3).
Shafei, I., & Tabaa, H. (2016). Factors affecting customer loyalty for mobile telecommunication industry. Euro Med Journal of Business, 11(3), 347-361.
Singh, J., de los Salmones Sanchez, M. M., & del Bosque, I. R. (2008). Understanding Corporate Social Responsibility and Product Perceptions in Consumer Markets: A Cross-cultural Evaluation. Journal of Business Ethics, 80(3), 597-611.
Sulistiorini, M.S., & Ali, H. (2017). “Customer satisfaction model: Product analysis, price, promotion and distribution (case study at PT Integrasia Utama). International Journal of Applied Business and Economic Research, 15(20), 499-514.
Thaichon, P., Lobo, A., Prentice, C., & Quach, T. (2014). The development of service quality dimensions for internet service providers: Retaining customers of different usage patterns. Journal of Retailing and Consumer Services, 21(6), 1047-1058.
Tingchi Liu, M., Anthony Wong, I., Shi, G., Chu, R., & L. Brock, J. (2014). “The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference”. Journal of Services Marketing, 28(3), 181–194.
Van Doorn, J., Onrust, M., Verhoef, P.C., Bugel M. (2017). “The impact of corporate social responsibility on customer attitudes and retention-the moderating role of brand success indicators”. Marketing Letters, 28(4), 607–619.
Widayati, C.C., Ali, H., Permana, D., & Nugroho, A. (2020). “The role of destination image on visiting decisions through word of mouth in urban tourism in Yogyakarta”. International Journal of Innovation, Creativity and Change, 12(3), 177-196
Wijaya, A.F., Surachman, S. & Mugiono, M. (2020) “The effect of service quality, perceived value and mediating effect of brand image on brand trust,” Jurnal Manajemen dan Kewirausahaan, 22(1), 45–56.
Yamane, T. (1967). Statistics: an introductory analysis (2nd ed.). New York: Harper and row, pp.886.
Yasir, A., Shakeel, s., Yaseen, J., Noor, B., & Asim, J. (2022). Impact of service quality, perceived brand value and price fairness on customer retention: a mediation and moderation model. Journal of ISOSS, 8(2), 103–123.
Yeboah-Asiamah, E. Nimako, S.G. Quaye, D.M. & Buame, S. (2016). Implicit and explicit loyalty: the role of satisfaction, trust and brand image in mobile telecommunication industry. International Journal of Business and Emerging Markets, 8(1), 94–115.
Copyright (c) 2024 Ousmane Conde, Chutima Wangbenmad
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Please find the rights and licenses in AMAR (Andalas Management Review). By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1. License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
2. Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User Rights
AMAR is to disseminate/published articles are as free as possible. Under the Creative Commons license, AMAR permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and AMAR on distributing works in the journal and other media of publications.
4. Rights of Authors
Authors retain all their rights to the published works, such as (but not limited to) the following rights;
- Copyright and other proprietary rights relating to the article, such as patent rights,
- The right to use the substance of the article in own future works, including lectures and books,
- The right to reproduce the article for own purposes,
- The right to self-archive the article,
- The right to enter into separate, additional contractual arrangements for the non-exclusive distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal (Andalas Management Review).
5. Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. AMAR will not be held liable for anything that may arise due to the author(s) internal dispute. AMAR will only communicate with the corresponding author.
6. Royalties
Being an open accessed journal and disseminating articles for free under the Creative Commons license term mentioned, author(s) aware that AMAR entitles the author(s) to no royalties or other fees.
