Abstract:

Purpose: This study aims to determine the role of Experiential Branding in developing Telecommunication Services by Using Digital Media. The main research objective is to investigate the effectiveness of Experiential Branding, in its various forms, and hence to develop recommendations that will help in improving the quality of telecom services offered to customers. Moreover, this research aims to assess the deployment of digital media in the Telecommunication Sector and its impact on the customers’ brand experience in the Kingdom of Bahrain.

Design/Methodology/Approach: This is a deductive quantitative cross sectional research with applied outcomes aiming to obtain answers to the research questions. The deductive technique was preferably selected since it aids the researcher to deduce more specific results. In addition, the primary data were gathered using a structured questionnaire. This questionnaire was in a form of an online survey with Five Point Likert Scale ranging from 1 to 5. Simple random sampling method was used and the data were analyzed using Statistical Package for the Social Sciences (SPSS). Can we add the population, sample and sampling method (how many responded to the questionnaire and what is the response rate?).

Finding: Data analysis was able to accept Research Hypotheses 1 and 2. Research findings reflected sufficient statistical evidence to support positive relationships between Experiential Branding and Telecommunication services development (hypothesis 1) and between Digital Marketing and Telecommunication services development (hypothesis 2).

A key finding indicates that, when Experiential Branding improves by one unit, the dependent variable Telecommunication Services Provider increases on average by 25.1% holding other variable (i.e. Digital Marketing) constant. And thus, the better telecommunication services development and digital marketing, the more experiential branding is experienced by customers with overall improved Telecommunication services development.

Research Contribution: This thesis aims to assist the Telcom companies to find the methods to enhance their telecom services quality by establishing the links between digital media and digital transformation towards the enhancement of the telecommunication services quality in
Bahrain.

Research Recommendations: Telecommunication Services Providers in the Kingdom of Bahrain are recommended to develop and adopt effective Digital Marketing and Experiential Branding in their practices to retain current customers and attract more customers. Additionally, further research is encouraged to include telecom companies of the GCC and other sectors such public sector, banking, and retail and to incorporate more variables in future research.

Keywords: Digital Media, Experiential Branding, Digital Marketing, social media, customer loyalty, Telecommunication, Telecommunication Sector in Bahrain, Brand awareness, Customer service, preference, customer satisfaction.