Customer-based corporate reputation of a service firm: scale development and validation

G. Walsh, S. Beatty

Research output: Contribution to journalArticle

390 Citations (Scopus)

Abstract

Although corporate reputation has attracted significant attention among marketing scholars, current measures of it do not adequately capture the perceptions of the most important stakeholder group, customers, and often overlook its relationship to important customer-outcome variables. In this article, we identify dimensions of customer-based corporate reputation and develop scales to measure these dimensions (Study 1). Based on comprehensive validation procedures across three service firm types, we found support for a five-dimensional scale with the following dimensions: Customer Orientation, Good Employer, Reliable and Financially Strong Company, Product and Service Quality, and Social and Environmental Responsibility. In Study 2, using a second sample, we validate our scale and examine its relationship with important customer-outcome variables-customer satisfaction, loyalty, trust, and word of mouth. Most of the reputation dimensions were strongly associated with important outcome variables, with a few exceptions. We discuss the results with reference to the marketing implications.
Original languageEnglish
Pages (from-to)127-143
Number of pages16
JournalJournal of the Academy of Marketing Science
Volume35
Issue number1
DOIs
Publication statusPublished - Mar 2007

Keywords

  • customer-based corporate reputation
  • loyalty
  • satisfaction
  • scale development
  • trust
  • word of mouth

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