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An investigation of corporate image, customer satisfaction and loyalty-more than just monkey business

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conference contribution
posted on 2008-01-01, 00:00 authored by J Minkiewicz, J Evans, Kerrie BridsonKerrie Bridson, F Mavondo
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.

History

Event

Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)

Pagination

1 - 7

Publisher

Promaco Conventions

Location

Olympic Park, Sydney, N.S.W.

Place of publication

Canning Bridge, W.A.

Start date

2008-12-01

End date

2008-12-03

ISBN-13

9781863081443

ISBN-10

1863081445

Language

eng

Notes

Reproduced with the kind permission of the copyright owner.

Publication classification

E1 Full written paper - refereed

Copyright notice

2008, ANZMAC

Editor/Contributor(s)

D Spanjaard, S Denize, N Sharma

Title of proceedings

ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat

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