The effect of corporate reputation on customer loyalty in the Ghanaian banking industry: the role of country-of-origin

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)

Abstract

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.

Original languageEnglish
JournalAfrican Journal of Economic and Management Studies
DOIs
Publication statusAccepted/In press - 2023
Externally publishedYes

Keywords

  • Corporate credibility
  • Corporate reputation
  • Corporate social responsibility
  • Country-of-origin
  • Customer loyalty
  • Product quality
  • Relationship marketing
  • Signalling theory

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