The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: testing the mediating role. Case analysis in an international service company

The purpose of this paper is to explore the relationship among corporate image and reputation, service quality, customer satisfaction and customer loyalty through a case analysis on one of the biggest Egyptian company. A structured questionnaire was developed. The hypotheses were simultaneously test...

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Bibliographic Details
Published inJournal of business & retail management research Vol. 8; no. 1
Main Authors Eman Mohamed Abd-El-Salam, Ayman Yehia Shawky, El-Nahas, Tawfik
Format Journal Article
LanguageEnglish
Published London Centre for Business & Economic Research 01.10.2013
Subjects
Brand loyalty
Corporate image
Customer satisfaction
Customer services
Market shares
Perceptions
Quality of service
Reputations
Studies
Egypt
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Summary:The purpose of this paper is to explore the relationship among corporate image and reputation, service quality, customer satisfaction and customer loyalty through a case analysis on one of the biggest Egyptian company. A structured questionnaire was developed. The hypotheses were simultaneously tested on a sample of 650 customers out of 800 distributed, giving a response rate of 81.25 per cent. Several analytical techniques were used to assess the relationships among the variables under investigation such as Pearson correlation, chi-square, and multiple linear regressions. Hierarchical regression was used to assess the mediating role. The findings of this study have shown significant relationships among the variables under investigation. It is imperative to explore how an international company can effectively and efficiently work in the Egyptian culture gaining their customers satisfaction and loyalty. The research was limited to one of the biggest international company that is working in Egypt. Also the use of cross-sectional design restricts inferences being drawn regarding casualty. Despite the significant academic interest in service quality, customer satisfaction and customer loyalty, this study contributes in adding to the body of the Egyptian culture knowledge. Also, to the best of the authors' knowledge there is no study published that explores the influence of corporate reputation and image and its relationship to how customers perceive the offered service, whet
ISSN:1751-8202
2056-6271