An investigation of corporate image, customer satisfaction and loyalty-more than just monkey business
Minkiewicz, Joanne, Evans, Jody, Bridson, Kerrie and Mavondo, Felix 2008, An investigation of corporate image, customer satisfaction and loyalty-more than just monkey business, in ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Promaco Conventions, Canning Bridge, W.A., pp. 1-7.
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ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat
Spanjaard, Daniela Denize, Sara Sharma, Neeru
Australian and New Zealand Marketing Academy Conference
Place of publication
Canning Bridge, W.A.
Prior research into corporate branding, of which corporate image is a key construct, has focused primarily on products. There has, however, been limited academic research focusing on corporate branding in the leisure services sector. However, in an increasingly competitive environment, leisure services need to treat branding and image management as more than just "monkey business". This study addresses this by developing a model and empirically testing the relationships between corporate image, the dimensions of corporate image, customer satisfaction and loyalty in the context of a Zoological garden. As predicted, a strong relationship was found between corporate image, customer satisfaction and customer loyalty. Our results also suggest that three dimensions of corporate image (adventure, mission/vision and agreeableness) explain a significant propOliion of the variance in satisfaction and loyalty.
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