The Effect of Brand Sensory Experience on Brand Equity with the Mediating Variable of Customer Satisfaction and Moderation of Employees' Empathy (in Bodybuilding Clubs in Tehran)

Mahdi  Abdollahpour; Farideh Ashrafganjouei; Zahra  Hajianzahaei

doi:10.61838/kman.ijimob.3.2.15

Authors

Mahdi Abdollahpour Department of Sport management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

Farideh Ashrafganjouei * Department of Sport management, Central Tehran Branch, Islamic Azad University, Tehran, Iran. Ganjuei@yahoo.com

Zahra Hajianzahaei Department of Sport management, Central Tehran Branch, Islamic Azad University, Tehran, Iran..

https://doi.org/10.61838/kman.ijimob.3.2.15

Keywords:

brand equity, brand sensory experience, customer satisfaction, employee empathy

Abstract

Objective: The aim of this study was to investigate the effect of brand sensory experience on brand equity with the mediating variable of customer satisfaction and moderation of employee empathy in bodybuilding clubs in Tehran.

Methodology: The statistical population of the present study consisted of all customers of bodybuilding clubs in Tehran, and 420 of these individuals were randomly selected as a sample. This study is a descriptive-correlational survey research and one of the applied studies conducted in the field. Data collection was performed through four questionnaires: brand sensory experience (three questions), brand equity (three questions), customer satisfaction (three questions), and employee empathy (four questions). Validity and factor analysis of the questionnaires were confirmed. Reliability was also reported through Cronbach's alpha coefficient (brand sensory experience = 0.73, brand equity = 0.75, customer satisfaction = 0.72, and employee empathy = 0.79). All data analysis was conducted using SPSS, SamplePower, and SmartPLS software.

Findings: The results showed that the sensory experience of the brand has a positive and significant effect on brand equity and customer satisfaction. Customer satisfaction also has a positive and significant effect on brand equity. It was found that employee empathy has a positive and significant effect on customer satisfaction. Additionally, it was shown that brand sensory experience has a positive and significant effect on brand equity through the mediating role of customer satisfaction. Finally, the results indicated that employee empathy can negatively and inversely moderate the relationship between sensory experience and customer satisfaction.

Conclusion: Based on the research findings, it is suggested that managers emphasize in-service training for employees and trainers and create the necessary motivation for them to provide desired services. Holding communication skills classes will help employees communicate effectively and efficiently with customers and clients, thus better serving customers.