A Research on the Relationship Between Brand Experience and Brand Name With Customer Satisfaction

Abstract

Customer satisfaction is an important factor for companies in order to exist and survive. It is considered that brand experience and brand name have important effects on knowledge and pleasure after the sale. This study aims to determine the relationship between brand experience (sensory-affective, behavioral, and intellectual dimensions) and brand name variables with customer satisfaction. In this context, a field study was conducted on 300 students registered at Trakya University, Faculty of Economics and Administrative Sciences (Department of Business Administration) and Social Sciences Institute (Department of Business Administration). In the selection of brand, individuals who have used the said brand were chosen as a prerequisite, and therefore, a leader fast-food restaurant brand which serves in Edirne was selected. As a result of this study, both brand experiences and brand name have positively affected customer satisfaction. According to the bivariate correlation analysis, a positive and medium strength relationship was revealed between dimensions of brand experience and brand name variables with customer satisfaction.