Investigating the Relationship between Brand Equity, Brand Loyalty and Customer Satisfaction with Regard to the Mediating Role of Brand Trust in Restaurants or Fast- Food Restaurants of Yazd city

The fact is that today, customer satisfaction is no longer enough for companies and they should not be satisfied with their customers’ satisfaction as well as they must make sure that their satisfied customers are loyal. Therefore, the present study was sought to investigate not only the mediating role of customer’s brand trust but also the relationship between brand equity, customer loyalty andcustomer satisfaction. The statistic population of this descriptive-applied research consisted of students of Yazd Islamic Azad University, which need to use restaurants or fast-food restaurants due to being far away from their home and from their family. The data were collected using library and internet resources as well as questionnaires, and SPSS software version 20 used to analyze data. The findings of the study revealed that there was a significant relationship between brand equity and customers’ satisfaction. There was also a significant relationship between customers’ satisfaction and their loyalty. In addition, among brand equity dimensions, there was a highest relationship between the ideal inner satisfaction and customer satisfaction.

Keywords:

brand equity , customer satisfaction , customer loyalty , restaurant , fast-food restaurant