加纳银行业企业声誉对客户忠诚度的影响:原产国的作用

Deli Dotse Gli, Ernest Yaw Tweneboah-Koduah, Raphael Odoom, Prince Kodua
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引用次数: 0

摘要

客户忠诚度是许多服务公司越来越感兴趣的,因为它为他们提供了许多有形和无形的利益。然而,对许多服务公司来说,建立客户忠诚度是一个挑战。本研究旨在探讨企业声誉对顾客忠诚度的影响。它还评估了公司的原产国在这种关系中的调节作用。设计/方法/方法采用调查研究设计,从367家全能银行的客户中收集数据。数据分析采用结构方程模型。研究结果揭示了影响客户忠诚度的企业声誉的几个关键方面。具体而言,我们发现企业社会责任、企业信誉、产品属性和关系营销的信号对顾客忠诚有实质性的影响。此外,该研究还揭示了一个值得注意的见解,即公司的原籍国在企业声誉和客户忠诚度之间的关系中起着调节作用,特别是在银行业的背景下。独创性/价值本研究因其对信号理论的运用而脱颖而出,使其成为银行品牌管理文献中的开创性作品之一。它提出了一个全面的企业声誉框架及其对客户忠诚度的深刻影响。此外,该研究强调了考虑原产国效应在塑造客户忠诚关系中的重要性。
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The effect of corporate reputation on customer loyalty in the Ghanaian banking industry: the role of country-of-origin
Purpose Customer loyalty is of growing interest to many service firms due to the many tangible and intangible benefits it offers them. However, building customer loyalty is challenging for many service firms. This study aims to examine the impact of corporate reputation on customer loyalty. It also assesses the moderating role of the firm's country of origin in this relationship. Design/methodology/approach Survey research design was used to collect data from 367 universal banks' customers. Data were analysed using structural equation modelling. Findings The findings shed light on several crucial aspects of corporate reputation that influence customer loyalty. Specifically, signals of corporate social responsibility, corporate credibility, product attributes and relationship marketing were found to have a substantial impact on customer loyalty. Additionally, the study uncovers a noteworthy insight that the firm's country of origin plays a moderating role in the relationship between corporate reputation and customer loyalty, particularly in the context of the banking sector. Originality/value This research stands out due to its utilisation of signalling theory, making it one of the pioneering works in the bank brand management literature. It presents a comprehensive corporate reputation framework and its profound implications for customer loyalty. Furthermore, the study underscores the significance of considering the strength of the country-of-origin effect in shaping customer loyalty relationships.
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来源期刊
CiteScore
3.20
自引率
7.70%
发文量
41
期刊介绍: African Journal of Economic and Management Studies (AJEMS) advances both theoretical and empirical research, informs policies and practices, and improves understanding of how economic and business decisions shape the lives of Africans. AJEMS is a multidisciplinary journal and welcomes papers from all the major disciplines in economics, business and management studies.
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