Customer-based corporate reputation of a service firm: scale development and validation |
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Authors: | Gianfranco Walsh Sharon E Beatty |
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Institution: | 1.Institute for Management,University of Koblenz-Landau,Koblenz,Germany;2.Culverhouse College of Commerce and Business Administration,University of Alabama,Tuscaloosa,USA |
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Abstract: | Although corporate reputation has attracted significant attention among marketing scholars, current measures of it do not
adequately capture the perceptions of the most important stakeholder group, customers, and often overlook its relationship
to important customer-outcome variables. In this article, we identify dimensions of customer-based corporate reputation and
develop scales to measure these dimensions (Study 1). Based on comprehensive validation procedures across three service firm
types, we found support for a five-dimensional scale with the following dimensions: Customer Orientation, Good Employer, Reliable and Financially Strong Company, Product and Service Quality, and Social and Environmental Responsibility. In Study 2, using a second sample, we validate our scale and examine its relationship with important customer-outcome variables—customer
satisfaction, loyalty, trust, and word of mouth. Most of the reputation dimensions were strongly associated with important
outcome variables, with a few exceptions. We discuss the results with reference to the marketing implications.
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Keywords: | Customer-based corporate reputation Loyalty Satisfaction Scale development Trust Word of mouth |
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