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Brand equity and Cleanliness regarding Brand Experience, Consumer Well-being and Customer Satisfaction within the restaurant sector

Authors

Manuel Luis Lodeiros Universidad Peruana de Ciencias Aplicadas https://orcid.org/0000-0001-7436-9394
Alejandra Flores-Silva Universidad Peruana de Ciencias Aplicadas
Erika Tuesta-Panduro Universidad Peruana de Ciencias Aplicadas

DOI:

https://doi.org/10.34190/ictr.15.1.331

Abstract

This study was conducted with the aim of finding the relationships between the variables Cleanliness (CLL) and Brand Equity (BEQ) in relation to Brand Experience (BE), Customer Well-Being (CWB) and Customer Satisfaction (CS) within the restaurant sector. The study population consisted of people who have eaten on the premises in restaurants in Peru during the last six months of the year 2021. The sample consisted of 416 people. A PLS-SEM analysis was used using SmartPLS 3 software in order to respond to the hypotheses set out in the study. The results allowed all the hypotheses to be tested, highlighting the confirmation of the influence of Cleanliness and Brand Equity on Customer Well-being in building Brand Experience and Customer Satisfaction in the restaurant sector.