Explaining the role of customer knowledge in gaining satisfaction and brand equity from the customer's viewpoint

Abstract

The present study explores the role of dimensions of customer knowledge (for, about, and from customer) in gaining satisfaction and brand equity from his/her viewpoint. This study is applicable from objective aspect and descriptive-field from methodological aspect. The statistical population included 400 university students (Amirkabir University of Technology, Iran University of Science and Technology, Allameh Tabataba'i University, Shahid Beheshti University, Kharazmi University). Researcher self-made questionnaire (its face validity was confirmed by the professors and experts and its construct validity was confirmed via factor analysis) was employed for data collection. The collected data was analysed by means of Amos and SPSS software and the results of structural equations confirm the research hypotheses regarding direct correlation among dimensions of customer knowledge, satisfaction and brand equity from the customer's viewpoint.