African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 152

Full Length Research Paper

The role of brand experience in customer satisfaction and customer loyalty in Ayandeh Bank branches in Tehran

Seyed Reza Agha Seyed Hosseini
  • Seyed Reza Agha Seyed Hosseini
  • SP Jain School of Global Management, Sydney, Australia.
  • Google Scholar
Nicolas Hamelin
  • Nicolas Hamelin
  • SP Jain School of Global Management, Sydney, Australia.
  • Google Scholar


  •  Received: 22 October 2020
  •  Accepted: 14 December 2020
  •  Published: 31 March 2021

Abstract

Many marketing executives are looking for a comprehensive plan for delivering quality services and products that will create a distinct and unforgettable long-term experience for customers when dealing with their brand. Various brand management experts believe that a company looking to enhance its brand experience in the minds of customers should have a plan to increase customer satisfaction as well as customer loyalty. The purpose of this research was to investigate the role of brand experience in customer satisfaction and customer loyalty in Ayandeh Bank branches in Tehran. The study employed quantitative methodology. For data gathering, a questionnaire was utilised to measure all the variables of the research. The statistical population of the study consisted of all the customers of Ayandeh Bank branches in Tehran, and the study data was gathered from 400 respondents. The findings indicate that brand experience has a direct and meaningful impact on customer satisfaction and customer loyalty; furthermore, customer satisfaction has a direct and significant effect on customer loyalty, in the branches of Ayandeh Bank in Tehran.

 

Key words: Bank, brand experience, customer satisfaction, customer loyalty.