TY - JOUR
T1 - The effect of corporate reputation on customer loyalty in the Ghanaian banking industry
T2 - the role of country-of-origin
AU - Gli, Deli Dotse
AU - Tweneboah-Koduah, Ernest Yaw
AU - Odoom, Raphael
AU - Kodua, Prince
N1 - Publisher Copyright:
© 2023, Deli Dotse Gli, Ernest Yaw Tweneboah-Koduah, Raphael Odoom and Prince Kodua.
PY - 2023
Y1 - 2023
N2 - 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.
AB - 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.
KW - Corporate credibility
KW - Corporate reputation
KW - Corporate social responsibility
KW - Country-of-origin
KW - Customer loyalty
KW - Product quality
KW - Relationship marketing
KW - Signalling theory
UR - http://www.scopus.com/inward/record.url?scp=85170526717&partnerID=8YFLogxK
U2 - 10.1108/AJEMS-12-2022-0492
DO - 10.1108/AJEMS-12-2022-0492
M3 - Article
AN - SCOPUS:85170526717
SN - 2040-0705
JO - African Journal of Economic and Management Studies
JF - African Journal of Economic and Management Studies
ER -