A SURVEY ON THE RELATIONSHIP BETWEEN BRAND EQUITY OF ETKA STORE AND CUSTOMER SATISFACTION

Abstract

The relationship between brand equity of Etka Store and customer satisfaction has been examined in this study. In this study, the main question proposed as what type of relationship exists between Brand equity of Etka Store and customer satisfaction?; hence, 385 questionaires were distributed using random sampling among the Employees and their Families withing one of the Units in Tehran, so that 358 questionaires were analyzed using SPSS software. The results showed that the correlation extent between these two variables at 0.01 significane level is equal to 0.646. according to the positive correlation, the first main hypothesis was confirmed. Hence, it can concluded that a significant correlation exists between two main variables. In a plain language, the more Brand equity of Etka Store increases, the customer satisfaction increases as well.Descipritve statistics indicate that Prioritization of customer satisfaction, respectively, include measures of customer support, ethics and relationships, the actual quality of the product and the cost and eviornment. Prioritizing the dimensions of brand equity, respectively, include measures of brand awareness, perceived quality, brand loyalty and brand association. Meanwhile, all the secondary hypotheses, relying on the results from  findings, were confirmed. Findings from the Demographic characteristics of research are in a relationship with customer satisfaction and Brand equity. The results from regression tables report value of R2 equal to 0.380, meant that linear regression of brand awareness, perceived quality, brand loyalty and brand association justifies just 38% of overall changes of customer satisfaction, and the remained contribute to the other variables. Keywords: , , , ,