The Effect of Services Marketing Mix Elements on Customer-Based Brand Equity: An Empirical Study on Mobile Telecom Service Recipients in Jordan
The purpose of this paper is to explain 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. The authors 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.