General Education Center, Yuanpei University, Hsin-Chu, Taiwan

The purpose of this study was to investigate the impact of the three dimensions of customer equity (value, brand and relationship equity) on customer satisfaction, through a structural equation model. For the purposes of this study, questionnaires were distributed to a randomly selected group of 200 customers of Fast food unit of Kalleh Company that are divided into three groups included fast foods, restaurants and coffee shops in Isfahan city. A total of 185 responses were received. Of these, eight (8) responses had to be discarded due to invalid or incomplete data entries. Thus the sample comprising of a total of 177 respondents was used for analysis. The data was analyzed by AMOS software. Six hypotheses were derived and, based on data analysis, all six were supported. Value, brand, and relationship management were all confirmed to be important factors in enhancing customer satisfaction. Relationships among value equity, brand equity, and relationship equity were also identified. The results of this study are presented through marketing channels of the Fast Food unite limited Kalleh Company, as a private manufacturer and distributor of food product in Iran, as the case firm in this study. Managerial implications are discussed.