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Publisher DOI: 10.1057/s41270-021-00147-2
Title: What’s important for relationship management? : the mediating roles of relational trust and satisfaction for loyalty of cooperative banks’ customers
Language: English
Authors: Damberg, Svenja 
Schwaiger, Manfred 
Ringle, Christian M.  
Keywords: Corporate reputation;Customer loyalty;Customer satisfaction;Mediation;Partial least squares;PLS-SEM;Relational trust;Structural equation modeling
Issue Date: 23-Dec-2021
Publisher: Palgrave Macmillan
Source: Journal of Marketing Analytics (): - (2021-12-23) (in press)
Journal: Journal of marketing analytics 
Abstract (english): 
Building on the corporate reputation model, this study investigates the drivers of customer-based corporate reputation. We consider two corporate reputation dimensions (i.e., the cognitive dimension competence and the affective dimension likeability, and their effects on customer satisfaction and loyalty). Adapting the model to the banking sector, we theoretically extend this model by reasoning that customer satisfaction and relational trust are mediators of the relationship between the two corporate reputation dimensions and loyalty. Studying a sample of 675 customers and members of cooperative banks in Germany, we find perceived attractiveness to be the most important driver of corporate reputation. Furthermore, we confirm a positive relationship between corporate reputation and loyalty, and a mediating effect of both satisfaction and relational trust. With our study, we give support for the proposition of customer satisfaction's as well as relational trust’s role as mediators of the relationship between corporate reputation and loyalty. With this research, we expand our knowledge on the well-known corporate reputation model, which has high relevance and important implications for marketing research and relationship management practice.
DOI: 10.15480/882.4072
ISSN: 2050-3326
Institute: Personalwirtschaft und Arbeitsorganisation W-9 
Document Type: Article
Project: Projekt DEAL 
Funded by: Förderverein Industrielles Management (FIM) e.V.
More Funding information: We kindly thank the Förderverein Industrielles Management (FIM) e.V. for supporting the funding of our data collection. This research uses the statistical software SmartPLS 3 (https://www. smart pls. com). Ringle acknowledges a financial interest in SmartPLS. Open Access funding enabled and organized by Projekt DEAL.
License: CC BY 4.0 (Attribution) CC BY 4.0 (Attribution)
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