Investigating the effects of sensory brand experience and employee empathy on brand equity in the banking industry

Abstract

Introduction: In services marketing, it is very important to build a pleasant sensory brand experience because “sensory brand experience” is assumed to lead to more satisfied customers. Besides, employee empathy has an important effect on the satisfaction of customers. Both of these concepts are also assumed to influence brand equity. Banking industry is one of the most important service industries in Turkey and there is a severe competition among the banks. The banks try to make their customers loyal and to increase their brand equities.