Role of Corporate Image, Product Quality and Customer Value in Customer Loyalty: Intervening Effect of Customer Satisfaction

Abstract

With the advent of globalization the geographic boundaries have lost their significance, which started a battle between companies for new markets. The only way a company can ensure customer satisfaction is by developing a system of performance indicators. Companies recognize that quality can be an important differentiator between their own offerings and those of their competitors. Today’s consumers are more worried about the quality of end product rather than the processes which turn it into a reality. Hence, the basic purpose of this research is to find out the relative impact of corporate image, product quality and customer value on customer loyalty in the presence of customer satisfaction as mediating variable. The data was collected from 294 consumers who used different brands of FMCG companies operated in Pakistan. Factor analyses, regression analyses and mediating regression analyses were conducted to analyze the data. Study findings claimed that customer satisfaction proved as partial mediating variable in independents and dependent variables relationships. This research was also presented significant implications for practicing managers and future research directions.