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Corporate Image: A Strategy for Enhancing Customer Loyalty and Profitability

Adeniji, A. A. and Osibanjo, Adewale Omotayo and Abiodun, A. J. and Oni-Ojo, E.E. (2014) Corporate Image: A Strategy for Enhancing Customer Loyalty and Profitability. Journal of South African Business Research , 2015.

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Organizations are nowadays concerned with managing their corporate image. There is a strong positive correlation between people’s perceptions of a company and pro-corporate supportive behaviour. In this study, past researchers on corporate image were incorporated to create a platform for framework which identifies the variables of relationship between corporate image and customer loyalty cum profitability. The study utilized descriptive statistics, bivariate correlation and linear regression to investigate the impact of corporate image on customer loyalty and profitability within the Nigerian service industry (banking). The study adopted the research instrument of self-structured questionnaire which was in line with the reviewed literature and focused on the main variables in the study. It was found in the model parameters that physical environment, service offering and customer loyalty have significant impact on the level of profitability. Thus, we can rightly conclude that the level of satisfaction among customers tends to affect the service offerings and customer loyalty which has a direct link with corporate profitability

Item Type: Article
Uncontrolled Keywords: Corporate Image, Customer, Banking Industry, Nigeria
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 23 Jul 2015 09:04
Last Modified: 23 Jul 2015 09:04

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