Customer-Based Corporate Reputation: Introducing a New Segmentation Criterion

Gianfranco Walsh (), Sharon E. Beatty () and Betsy Bugg Holloway ()
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Gianfranco Walsh: University of Koblenz
Sharon E. Beatty: University of Alabama
Betsy Bugg Holloway: Brock School of Business at Samford University

A chapter in Reputation Management, 2011, pp 151-161 from Springer

Abstract: Abstract Unlike Fiedler, Walsh, Beatty, and Holloway focus on just one stakeholder group: customers. Regarded from a marketing point of view, the measurement of corporate reputation can be used as a new tool to segment various customer groups. Combined with traditional segmentation techniques, important insights for a differentiated marketing planning can be gained.

Keywords: Customer Satisfaction; Customer Loyalty; Service Firm; Corporate Reputation; Customer Segment (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-642-19266-1_14

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DOI: 10.1007/978-3-642-19266-1_14

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