The Relationship of Customer Experience and Brand Perception on the Example of Sberbank

There is currently the growing concern for issues of customer experience and its relationship with the perception of the company’s brand. According to the researchers, there is a need for systematic scientific research in order to gain a deeper and more detailed understanding of the nature of the relationship between a customer experience and a brand. The general goal of this research is to define and characterise the specifics of the relationship between customer experience and brand perception on the example of Sberbank. This study implemented several methods: The semantic differential technique for the analysis of brand perception, The scale for analyzing the image of a Bank's trademark and Adapted multiple-item scale for assessing service experience (EXQ). The sample consists of 111 clients Sberbank customers. The multiple-item scale for assessing service experience (EXQ) was adapted. The relationship between customer experience and brand perception was confirmed and the specifics of this relationship were described. The results of this study will be useful in organisation management.