Investigation into the Customer Loyalty and Corporate Image Relationship

作     者：Rashmi Jain 

作者机构：NL Dalmia Institute of Management Studies and ResearchIndia 

出 版 物：《Journal of Modern Accounting and Auditing》 (现代会计与审计（英文版）)

年 卷 期：2019年第15卷第8期

页      面：396-405页

学科分类：08[工学] 0812[工学-计算机科学与技术（可授工学、理学学位）] 

主　　题：corporate image customer loyalty customer satisfaction service quality 

摘      要：While extant of academic literature shows that service quality and customer satisfaction are key to building customer loyalty,given these equitable,“Does corporate image create loyaltyis the question this research probes.A primary research was conducted among the mobile communication subscribers.A total of 550 subscribers of mobile communication services in Mumbai,India were *** this,400 complete and valid responses were *** suggest that corporate image and the service quality perceived by the customers have a strong relationship with customer *** implies that both external marketing and interactive marketing dimensions have a direct impact on building customer *** satisfaction was seen to be completely mediating the relationship between service quality and customer *** research provides a model that can help the managers of service organizations to enhance customer *** corporate image positively impacts the customer loyalty along with service quality,it is important for the industry managers to devote equal attention and resources in delivering the promise as well building a good image of the *** the service quality impacts the corporate image,an important takeaway for the managers is to ensure that the actual offer matches promises made *** of the previous studies investigating the antecedents of customer loyalty have either focused on the interactive marketing dimension or the external marketing *** study examines the interplay of both the dimension and its impact on customer loyalty.