EFFECT OF BRAND EQUITY ON CUSTOMER SATISFICATION: A CASE OF POSHH DESIGN LTD IN DAR ES SALAAM

Abstract

ABSTRACT This study investigated the effect of brand equity on customer satisfaction at POSHH Design Ltd. in Dar es Salaam.. It identified the key factors contributing to brand recognition, evaluated customer perceptions of product quality, and analysed how various brand equity components influence customer satisfaction. The study was guided by resource-advantage and signaling theories. It employed mixed research approach with a descriptive and explanatory research designs. Both quantitative and qualitative approach were used during collection and analysis of data. The targeted population of the study was 134 respondents and portioned to form a sample of 100 respondents of the study , comprising customers and employees of POSHH Ltd. Quantitative data were processed and analysed through descriptive statistics, while qualitative data were examined thematicaly to provide deeper insights into customer experiences and perceptions. The study found that 83% of customers rated POSHH's products as high quality, with the remaining 17% expressing concerns about durability or design. 77% of respondents expressed a high likelihood of making repeat purchases, while 23% did not, possibly reflecting dissatisfaction or less engagement with the brand. Customer service was identified as a critical factor in customer satisfaction by 77% of respondents, but the remaining 23% may prioritize other factors such as product quality or pricing. This suggests that while POSHH enjoys strong customer loyalty, there is an opportunity to address the concerns of the minority to improve overall satisfaction and retention