CORPORATE REPUTATION AND CUSTOMER LOYALTY AS THE MEASURES OF COMPETITIVE ENTERPRISE POSITION – EMPIRICAL ANALYSES ON THE EXAMPLE OF POLISH BANKING SECTOR
Danuta Szwajca ()
Additional contact information
Danuta Szwajca: Silesian University of Technology
Oeconomia Copernicana, 2016, vol. 7, issue 1, pages 91-106
In order to determine the competitive position of a company not only the traditional measures of market position (market share) and financial position (financial ratios) are used, but also the qualitative measures concerning intangible resources. Customer satisfaction and customer loyalty are the two most commonly applied qualitative measures. Due to the growing importance of intangible resources, and of reputation in particular, the need arises to use the reputation indicator as a measure of competitive position in achieving a long-term competitive advantage and building the enterprise value. The purpose of this article is to identify the competitive position indicated by the level of corporate reputation in comparison with the customer loyalty indicator and the most popular traditional measures based on the example of banking sector. For calculation of qualitative measures the method of survey was used, conducted among the retail banking customers. The study showed a weak relationship between reputation and loyalty: the banks that received the highest ratings of reputation, obtained the poorest results in terms of loyalty. Due to the limited subjective and methodological scope of research, the results cannot constitute a sufficient basis to prove this thesis, however, they may constitute a good starting point for conducting broader research in this area.
Keywords: reputation; customer loyalty; competitive position; banking sector (search for similar items in EconPapers)
JEL-codes: G21 L14 L25 M31 (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: http://EconPapers.repec.org/RePEc:pes:ieroec:v:7:y:2016:i:1:p:91-106
Access Statistics for this article
Oeconomia Copernicana is currently edited by Adam P. Balcerzak and Michal Moszynski
More articles in Oeconomia Copernicana from Institute of Economic Research Contact information at EDIRC.
Series data maintained by Adam P. Balcerzak ().