Nha Nguyen

Corporate image and corporate reputation in customers` retention decisions in services

Abstract In the present competitive environment, corporate reputation and corporate image are acknowledged as having the potential to impact on customer loyalty toward the firm. However, the literature reveals that the precise nature of the relationships that exist between reputation and image and the understanding of their effect on customer behaviour remains a key challenge for both academia and management alike. With data collected in three service industries, namely 222 consumers in the retail sector, 171 clients of a major long-distance company and 395 students of a faculty of business administration, this study contributes to the body of knowledge by empirically testing the nature of the relationship between corporate reputation and corporate image and their effect on the customers’ retention decisions. The results of the study reveal that the degree of customer loyalty has a tendency to be higher when perceptions of both corporate reputation and corporate image are strongly favourable. Moreover, the addition of the interaction between both constructs contributes to better explain customer loyalty. The implications of the study are discussed from both the research and managerial perspectives.

Image and reputation of higher education institutions in students’ retention decisions

With data collected from 395 students of a business school, investigates the role of institutional image and institutional reputation in the formation of customer loyalty. The results indicate that the degree of loyalty has a tendency to be higher when perceptions of both institutional reputation and institutional image are favourable. The results also show that the addition of the interaction term between both constructs helps to explain more customer loyalty. Discusses research and managerial implications.

The mediating role of corporate image on customers’ retention decisions: an investigation in financial services

A conceptual framework is proposed that investigates the effects of customer satisfaction, service quality, and value on perceptions of corporate image and customer loyalty towards the service firm. To test the framework, structural equation modelling techniques are applied to data collected from 1,224 customers in the banking services industry. The results of the study indicate that satisfaction and service quality are positively related to value and that quality exerts a stronger influence on value than satisfaction. The findings also show that customers receiving higher levels of service quality will form a favourable image of the banking institution. In addition, value is found to positively impact on image, suggesting that the banking institution should have a strong image when customers believe they are getting high value. Similarly, customer satisfaction and image perceptions are found to impact on service loyalty with satisfaction having a greater influence on loyalty than image. The managerial and research implications of the reported study are discussed.

Searching for excellence in business education: an exploratory study of customer impressions of service quality

Examines the concept of service quality in business education with data collected from 388 students. Identifies seven factors which influence student evaluations of service quality. In descending order of importance these factors are: reputation, administrative personnel, faculty, curriculum, responsiveness, physical evidence and access to facilities. Describes the implications for controlling quality and for achieving excellence in business education.

Listening to the customer’s voice: examining perceived service value among business college students

This article examines the concept of service value in business education with data collected from 402 students of a small business school. A set of factors were found to impact on students’ evaluation of value during their educational experience. More precisely, the results indicate that the relationship between price and quality, the knowledge acquired, the economic utility of a business degree, image, as well as social and emotional value, are important drivers of value in business education. Moreover, when comparing value judgements on the basis of gender and year of study, the results show that male students are more inclined to focus on social value during service consumption, and that females are more critical of the price/quality relationship as it relates to value. Overall, the results show that as students progress in their studies they are less likely to believe that a business degree will guarantee a good salary and career advancements. Conversely, a positive affective response toward the business school is observed over time. Implications for formulating strategies that promise to create and foster service value in business education are given.

Cues used by customers evaluating corporate image in service firms

Investigates the concept of corporate image in intangible services with data collected from 342 customers of a financial institution. Identifies four factors that explain customers’ perceptions of image. Highlights the implications for tracking and building corporate image in service firms.

An exploratory study on the cues that signal value to members in retail co‐operatives

Examines the concept of perceived value with data collected from 1,323 members in four retail co‐operatives. A set of six factors was found to have effect on members’ perceptions of the value of products and services they received from their retail co‐ops. In descending order of importance these factors are: the co‐operative form of organisation, contact personnel, in‐store specials, responsiveness, communication policy, and price comparisons. Price comparisons with the products/services offered by competing retail stores were found to have a negative impact on the members’ assessments of value. Moreover, when comparing value judgements on the basis of the variables, education and number of years the respondents had been with the co‐op, the results showed that the more educated the members were, the more likely they were to give feedback to the organisation. In addition, members that had been with the co‐op for one to three years were more apt to believe that management would respond to their suggestions than the respondents who had been with the co‐op for more than nine years. Implications for strategies that promise to create value and influence the members’ retention decisions are discussed.

Reinforcing customer loyalty through service employees’ competence and benevolence

ABSTRACT The present study aims to investigate how service employees’ competence and benevolence can influence customer loyalty. A hierarchical multiple regression with interaction analysis was performed on data collected from 1296 customers in a financial service provider. The results show a significant interaction between competence and benevolence in their influence on customer loyalty. These results reinforce the idea that benevolence can be used to enhance the effect of competence on customer loyalty. The managerial and research implications of the reported study are discussed.