Abstract
Customer satisfaction and corporate reputation have both been studied as antecedents of customer loyalty. Of the two constructs, however, customer satisfaction has received much greater attention in the literature. Investigation of the relationship between the three constructs is undertaken through a study of insurance company customers in Singapore. Results indicate that the effect of corporate reputation on customer loyalty is completely mediated by customer satisfaction.
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© 2015 Academy of Marketing Science
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Caruana, A., Ramasashan, B., Krentler, K.A. (2015). Corporate Reputation, Customer Satisfaction, & Customer Loyalty: What is the Relationship?. In: Spotts, H. (eds) Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11845-1_102
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DOI: https://doi.org/10.1007/978-3-319-11845-1_102
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-11845-1
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