INCREASING CUSTOMER SATISFACTION THROUGH BRAND EXPERIENCE, BRAND EQUITY, AND CUSTOMER COMMITMENT

Abstract

Currently, technological advances are very rapid, so that various types of goods that customers need can be easily obtained. With this variety of products, customers have to think critically in determining their product choices, so that manufacturers try to compete to win customer interest and market share in a more aggressive way in carrying out marketing strategies. The focus of marketers in general is to keep customers forever. It includes several aspects that are not easy to make, considering that each customer or consumer has different tastes, environmental and psychological conditions of the customer, or even the culture of the customer itself. The brand experience felt by customers is a very important factor for the continuity of the business owned because they are a long-term 'investment' to add value to the value they have. Brand equity can be affected by the brand experience by customers and therefore, the author feels the need to discuss how to make Customer Satisfaction through Brand Experience, Brand Equity and Customer Commitment.