The Effect Of Branding On Customer Satisfaction An Empirical Study On Marie Stopes International Ethiopia

The main purpose of this thesis is to investigate the effect of branding in customerrnsatisfactionin the case of Marie Stopes International Ethiopia. Inthisstudy,a total of 295 usablernquestionnaires weregathered. The population of the study were customers of MSIE who getrnservices in the selected three centers found in Addis Ababa.The study used primary data thatrnwere collected through self-administered questionnaires. The data was analyzed by the use ofrndescriptivestatistics. The regression analysis was used to assess the effects of branding andrncustomer satisfaction. The studyestablished that customers were satisfied with therncompany’sbrand. The study concluded that branding has a positive effect on customerrnsatisfaction in the case of MSIE. For customer satisfaction, organizations should understandrncustomer-specific needs,provide good quality products, and have the capacity to addressrncustomer complaints or problems in a friendly manner. It further recommended that it isrnimportant for organizations to measure customers' satisfaction in order to analyze theirrnservice, image, performance and whether their satisfied customers are willing tornrecommend their branded service to others as well as having the intention to use theirservices inrnthe future.

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