Using a mall-intercept survey of 116 female Grace Bros customers who had had a shopping experience at the upmarket department store in the previous six months, Andreassen and Lindestad's (1998) model of corporate image and its influence on customer loyalty was evaluated using path analysis. The results are generally consistent with the previous study, with corporate image having a significant impact on core service and customer satisfaction perceptions. Corporate image was found to have only a marginally significant direct influence on customer loyalty, though the total effects of corporate image (both direct and indirect) on customer loyalty are much more substantial.
Australasian Marketing Journal Vol. 12, Issue 3, p. 88-96