Articlegreen2011

Corporate image in the leisure services sector

Joanna Minkiewicz · Jody Evans · Kerrie Brïdson · Felix Mavondo

99 citations0/0 files storedJournal of Services Marketing

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Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

Abstract

Purpose This paper seeks to empirically examine the relationship between corporate image and customer satisfaction in the leisure services sector. It also aims to examine the mediating impact of employees and servicescape on this relationship. Design/methodology/approach Data were collected from a sample of 195 individuals who had visited an Australian zoological garden over a specified time period. Confirmatory factor analysis was used to test the validity of the measures, whilst structural equation modelling and multiple regression were used in hypothesis testing. Findings Findings reveal that corporate image has a significant positive relationship with customer satisfaction. Although the results indicate that the relationship between corporate image and customer satisfaction is not mediated by either servicescape or employees, they imply that corporate image and employees directly influence customer satisfaction. Research limitations/implications A single‐case study design was implemented, limiting the generalisability of the findings. This provides an opportunity for replication of the model in other leisure services environments and services contexts outside the leisure services industry. Practical implications The findings reinforce the need for leisure services operators to prioritise the development of a strong, clear corporate image. The extended analysis illustrates that the disaggregated dimensions of corporate image are valuable to consider in terms of directing managerial strategy. Employees and servicescape are key aspects of the service offer on which management needs to focus to ensure that their desired corporate image is communicated and reinforced. Originality/value This study addresses an identified need to further examine the relationship between corporate image and customer satisfaction. It also contributes to corporate branding research by broadening the conceptualisation of the corporate image construct. Moreover, this study contributes to the corporate image literature by examining the mediating factors of employees and servicescape.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1984Case Study Research: Design and Methods 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 2003Evolving to a New Dominant Logic for Marketing 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 2012Recenzja książki. Robert K. yin, Case Study Research. Design and Methods (fourth Edition), thousand Oaks, CA: Sage Publications, 2009 2004Co-creation experiences: The next practice in value creation

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2012Impact of Customer‐based Corporate Reputation on Non‐monetary and Monetary Outcomes: The Roles of Commitment and Service Context Risk 2020Exploring the relationship between corporate social responsibility and firm competitiveness 2021Responsible leadership and employees’ turnover intention. Explore the mediating roles of ethical climate and corporate image 2017Effects of customer-based corporate reputation on perceived risk and relational outcomes: empirical evidence from gender moderation in fashion retailing

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