Investigating the effect of brand value on customer satisfaction (Case Study: NAJA Campus Garden Complex)

Hotel management and restaurant complex management are among the industries in which services prevail and in order to achieve long-term success in these industries, name management is essential. When managers think about strengthening their competitive position in the long run, the special value of the name becomes apparent. According to the owners of the brand, the main advantages include gaining more market share against competitors and the ability to retain customers. In this study, views on the impact of brand equity on customer satisfaction are examined and explained.

This research is applied in terms of purpose and descriptive-survey in terms of research method. The statistical population of the study included all customers of the NAJA campus garden complex during the time period of 1/7/95 to 10/15/95. The statistical sample of the study was 384 people who were selected by simple random sampling. To collect data, the standard questionnaire of Nam , Ekinci and White (2011) was used.

Their findings show the special value of the facade name and its dimensions, which include the variables of physical quality, employee behavior, ideal self-matching, lifestyle fit and name facade awareness, have a direct and meaningful effect on customer satisfaction.

showed that the greatest effect is related to lifestyle variables in customer satisfaction and there was no statistical difference between the studied factors in terms of the effect on customer satisfaction.