The impact of nostalgia on customer satisfaction: case bimo “Galette“Spread

Abstract

Nostalgia, often defined as a dual emotion combining melancholy and joy, has seen a significant resurgence and become a powerful tool, particularly in business. Companies increasingly leverage nostalgic connections to evoke consumers' cherished past memories, fostering emotional engagement. In this study, we examine the impact of nostalgia on customer satisfaction, the ultimate goal of marketing, through a quantitative analysis of Bimo’s new product, Galette Spread. Data from 252 respondents was collected via questionnaires and analyzed using SPSS software. The results indicate a significant relationship between nostalgia and consumer satisfaction. However, contrary to expectations, emotional attachment and familiarity showed no direct impact on consumer satisfaction.