What Is Brand Dissatisfaction?

If customers are satisfied with certain services, they are likely to repeat their purchases. Satisfied customers will probably talk to others about their purchases, and consequently they will engage in positive mouth-to-mouth (verbal) advertising. On the contrary, dissatisfied customers are more likely to interrupt their relationship with the organization and engage in negative mouth-to-mouth advertising. In addition, behaviors such as repetition of shopping and mouth-to-mouth advertising directly affect the survival and profitability of the company (Jamal and Naser, 2003). Research shows that ninety percent of dissatisfied customers are no longer returning, and each of these dissatisfied customers transmits dissatisfaction to at least nine

A behavioral loyalty approach involves repeating the purchase and recommendation of a brand to others, and the attitudinal approach includes the intention to purchase the brand and the commitment to it, despite the provision of consistent services and extensive marketing efforts by competitors. The third approach is derived from the combination of attitudinal approach and behavioral approach (Chen, 2001). One point to note is that Some people believe brand loyalty is the ultimate goal of brand equity. Still, brand loyalty, regardless of its relation to other dimensions of brand equity (perceived quality, awareness and brand association), can not be ascertained. However, although loyalty may be affected by other dimensions of brand equity, loyalty can be created independently of other dimensions. For example, instead of a high-quality brand, a person may be loyal to a low-quality brand for personal reasons. Therefore, many researchers believe that loyalty to the brand is both output and input of brand equity, that is, in addition to being affected by other dimensions of special value, brand loyalty is conditional on brand shopping and experience, while other dimensions of brand equity are also generated for brands that have not yet been used. In the Acer brand equity model, loyalty is a business leverage to reduce marketing costs, attract new customers (in the form of awareness raising and reassurance), and time

Corporate social responsibility affects company's reputation.

2. Corporate social responsibility affects brand equity.

3. Customer satisfaction has a mediating role in the relationship between corporate social responsibility and company's reputation.

4. Customer satisfaction has a mediating role in the relationship between corporate social responsibility and brand equity. According to his analysis, all of his hypotheses were proved.