CORPORATE REPUTATION, CONSUMER SATISFACTION AND LOYALTY

• Published in: Romanian Review of Social Sciences 2012-01 (3)
• Main Authors: Ali, Imran, Abdul Khaliq Alvi, Ali, Rana Raffaqat
• Format: Article
• Language: English
• Subjects: Brand loyalty; Carriers; Cellular telephones; Customer satisfaction; Reputations
• ISSN: 2284-547X

Research suggests that it takes five times more expenses to attract new customer than to retain existing consumer. The growing concern of corporations in todays competitive environment is to retain consumers. As a result, plenty of researches have been conducted to identify the approaches to satisfy and retain consumers. The current study examines the affects of corporate reputation on consumer satisfaction and consumer loyalty. The primary data has been collected from the consumers of cellular industry in Pakistan. The rationale behind selecting respondents from cellular industry is the intense competition, which is enduring in the cellular companies of Pakistan. The study used SPSS and AMOS to analyze the data. The correlation analysis, regression analysis, reliability analysis and model fit index analysis has been used to test hypotheses and interpret some interesting results. The study found significantly positive associations of corporate reputation on consumer satisfaction and consumer loyalty. The study also found strongly positive affects of consumer satisfaction on consumer loyalty for the case of cellular industry of Pakistan. The study proposes some useful recommendations for policy makers in the area.