Abstract:
Believing the satisfied customer as the key to the success, marketers focus more on
different ways of attracting and keeping customers satisfied. Among the leading
factors towards satisfaction, brand equity plays a major role. As a result of the rapid
competition in the market, more attention is given to the value of the brand from the
customer’s point of view. Present study aims to identify the impact of customer-
based brand equity on the satisfaction of corporate customers for the purchases done
with Arpico Interiors brand. Data was collected from a convenient sample of 270
customers in the western province through self-administered questionnaires. Based on
CBBE model, the research model was constructed with the purpose of investigating
the applicability and practicality of the model with reference to the Arpico Interiors
brand. As the variables, Brand Awareness as measured by five items, Brand
Associations by nine items, Perceived Quality by six items, Brand Loyalty by three
items and Customer Satisfaction by three items were considered. The hypotheses were
tested by using the multiple regression analysis. The findings show that the perceived
quality has the highest impact on customer satisfaction with a coefficient of 0.508.
Further, brand association and brand awareness impact on customer satisfaction with
co efficiencies of 0.398 and 0.106 respectively and brand loyalty has no impact on
customer satisfaction. Finally, the most effective and suitable solutions and opinions
were recommended for the organization’s success
