RELATIONSHIP AMONG CORPORATE IMAGE, INTANGIBLE PERCEIVED QUALITY, CHOOSING, HABIT AND CUSTOMER LOYALTY

Maryam Rehman and Bilal Afsar
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Maryam Rehman: Hazara University, Mansehra Pakistan
Bilal Afsar: Hazara University, Mansehra Pakistan

Management and Marketing Journal, 2012, vol. X, issue 1, 183-197

Abstract: This study explores relationships among Corporate Image, Intangible Perceived Quality, Choosing, Habit and Customer Loyalty and investigates the pivotal role these variables play in establishing and maintaining healthy base of loyal customers. Data were collected from Pakistani bank account holders and the empirical findings showed that corporate image plays the most important role in establishing and maintaining customer loyalty in the markets. Organizations always look forward to long lasting success. In order to be successful in the long run, they need to keep abreast with all of their stakeholders. Out of the stakeholders, customers are considered to be the most important one. Customer Loyalty is a psychological motive which today’s managers are considerate about. This study concludes that long-term success and sustainable reputation of an organization depends on customer loyalty.

Keywords: Corporate Image; Customer Loyalty; Customer satisfaction (search for similar items in EconPapers)
JEL-codes: M10 M14 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:x:y:2012:i:1:p:183-197

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