Customer satisfaction through corporate reputation: The mediating role of perceived value

Amir Khazaei Pool, Morteza Khazaei Pool, Mohammad Javad Taghipourian

Abstract


Reputation is extremely difficult to imitate because it cannot be bought like patents or copyrights. It takes a long time to build up a good reputation. The objective of the study was to investigate the effect of service features on customer satisfaction and word of mouth communication. A good reputation can serve as a signal of the superior quality and reliability of products or services and improve the efficiency of marketing efforts. Model was developed and tested with structural equation model (SEM) using data collected from the 275 BMI (Bank Melli Iran) customers. The results show that corporate reputation has a positive effect on customer satisfaction and perceived value, likewise perceived value has a positive effect on customer satisfaction.


Keywords


customer; customer satisfaction; corporate reputation; perceived value; bank

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