The Impact of Corporate Brand Reputation on Customer Satisfaction, Loyalty, and Retention: An ANOVA-Based Analysis of Age and Service Tenure Among Vodacom Customers in South Africa

This study explores Vodacom’s corporate brand reputation strategy in South Africa’s telecommunications sector, focusing on its impact on customer satisfaction, loyalty, and retention. Data from 389 Vodacom users were analysed using One-Way ANOVA to assess differences across age and service tenure. While brand reputation strongly influenced satisfaction and loyalty, ANOVA results showed limited statistically significant differences between demographic groups. This suggests a consistent perception of brand-related outcomes across the sample. In South Africa’s competitive mobile network operator market, the findings offer strategic insights into how Vodacom fosters customer relationships through brand perception to reduce churn and enhance loyalty.