Introduction
In today’s competitive business environment, companies are constantly striving to build strong brands that resonate with customers and drive loyalty. One key factor in building a successful brand is ensuring high levels of customer satisfaction. Customer satisfaction refers to the extent to which a customer’s expectations are met or exceeded by a product or service. On the other hand, brand equity is the value that a brand adds to a company by influencing consumer perceptions and behavior.
The relationship between customer satisfaction and brand equity is a topic of great interest to marketers and researchers alike. Understanding how these two variables are connected can help companies develop strategies to enhance their brand value and customer loyalty. This thesis aims to explore the relationship between customer satisfaction and brand equity, and the factors that influence this relationship.
Table of Contents
Chapter 1: Introduction
1.1 Introduction
1.2 Background of study
1.3 Problem Statement
1.4 Objective of study
1.5 Limitation of study
1.6 Scope of study
1.7 Significance of study
1.8 Structure of the Thesis
1.9 Definition of Terms
Chapter 2: Literature Review
2.1 Theoretical framework of customer satisfaction and brand equity
2.2 Importance of customer satisfaction in building brand equity
2.3 Factors influencing customer satisfaction
2.4 Factors influencing brand equity
2.5 Measurement of customer satisfaction
2.6 Measurement of brand equity
2.7 Relationship between customer satisfaction and brand equity
2.8 Empirical studies on customer satisfaction and brand equity
2.9 Gaps in the existing literature
2.10 Conceptual framework
Chapter 3: Research Methodology
3.1 Research design
3.2 Data collection methods
3.3 Sampling technique
3.4 Data analysis techniques
3.5 Variables and measures
3.6 Hypotheses development
3.7 Research model
3.8 Ethical considerations
Chapter 4: Findings
4.1 Descriptive statistics
4.2 Hypothesis testing
4.3 Discussion of results
4.4 Comparison with existing literature
4.5 Implications for theory and practice
Chapter 5: Conclusion and Summary
5.1 Summary of findings
5.2 Contribution to the literature
5.3 Practical implications
5.4 Limitations of the study
5.5 Future research directions
5.6 Conclusion
Thesis Overview
The relationship between customer satisfaction and brand equity is a critical aspect of marketing strategy. This thesis aims to investigate the interplay between these two variables and the factors that influence their relationship. Chapter 1 provides an introduction to the topic, including the background, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of terms.
Chapter 2 presents a comprehensive review of the existing literature on customer satisfaction and brand equity, highlighting the theoretical framework, importance, influencing factors, measurement, and empirical studies in the field. This chapter also identifies gaps in the literature and proposes a conceptual framework for the study.
Chapter 3 outlines the research methodology, including the research design, data collection methods, sampling technique, data analysis techniques, variables and measures, hypotheses development, research model, and ethical considerations.
Chapter 4 presents the findings of the study, including descriptive statistics, hypothesis testing, discussion of results, comparison with existing literature, and implications for theory and practice.
Chapter 5 concludes the thesis by summarizing the findings, discussing the contribution to the literature, practical implications, limitations of the study, future research directions, and overall conclusion on the relationship between customer satisfaction and brand equity.
