The Effect of Services Marketing Mix Elements on Customer-Based Brand Equity: An Empirical Study on Mobile Telecom Service Recipients in Jordan

Hani Al-Dmour, Zu'bi M.F. Al-Zu'bi, Dana Kakeesh


The purpose of this research is to study the effect of services marketing mix elements on customer-based brand
equity through empirical study of mobile telecommunication service recipients. It also aims to determine the
influence of such elements on customer-based brand equity and to reveal which is the most influential.

We employed a questionnaire-based survey consisting of 56 questions and distributed to 1,930 respondents in the
three largest governorates in Jordan: Amman, Irbid, and Al-Zarqa. In total, 1,492 questionnaires were returned,
corresponding to a response rate of 77%. In order to analyze the data obtained from questionnaires, quantitative
methods were employed, and reveal that there is a significant effect of services marketing mix elements upon
customer-based brand equity.
The study suggests that customer-based brand equity is a valuable asset for any services sector, especially for
marketing managers to assess the results of their efforts by getting feedback from customers to diagnose any
problem that can appear in the provided service. In addition, customer-based brand equity provides a clear
approach which can be employed by managers for the design and creation of branding strategy. This should enable
managers to minimise problems that could arise from limited resources.

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