Paper Title
Relationships among Brand Experience, Customer Experiential Value and Customer Satisfaction: An Empirical Research in Vietnam
Abstract
The purpose of this study is to propose and empirically test a model of relationships among brand experience,
customer experiential value, and customer satisfaction. Understanding these relationships is helpful for managers to
maximize the satisfaction of their customer via positive brand experience and high experiential value. An empirical survey
conducted with 352 real consumers in Ho Chi Minh and Ha Noi city (Vietnam) is used to test the hypotheses. Data are
analyzed using Amos 20.0 to understand the effect of the research model. The empirical results reveal that brand experience
positively and directly influenced customer experiential value as well as customer satisfaction, customer experiential value
positively and directly influenced customer satisfaction. Especially, brand experience positively and indirectly influenced
customer satisfaction through customer experiential value.
Keywords - Brand Experience, Customer Experiential Value, Customer Satisfaction