Investigating the Relationship between Brand Equity, Brand Loyalty and Customer’s Satisfaction (Case Study: Restaurants in Rasht City) (original) (raw)
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The present study seeks to discover the influence of brand equity on customer loyalty in Starbucks Chain in Jordan. The researcher adopted the quantitative research methodology and used a questionnaire as the data collection tool. The study population consists of )130( employees in the Starbucks Chain in Jordan, the researcher distributed the questionnaire to all employees from different levels in the all chain branches with a total of (23) branch, in order to obtain the best response rate, and was retrieved (107) questionnaires with a (80.3%) response rate. The results of the study exposed that the customer loyalty is significantly and positively affected by the overall brand equity and by each of its two studied dimensions. While effects of the overall brand equity (R 2 = 0.710) and brand awareness (R 2 = 0.672) on customer loyalty are close, effect of brand image is the lowest (R 2 = 0.440). Effect of the overall brand equity (R 2 = 0.710), defined as the sum of these two variabl...
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