Corporate Image and Customer Loyalty of Nigeria Ports Authority in Rivers State
Keywords:
rporate Image, service quality, physical evidence, customer loyalty, repeat purchase
Abstract
This study examined the relationship between Corporate Image and Customer Loyalty of Nigeria Ports Authority in Rivers State. Nowadays, building corporate image has become a priority for organization to grow their business competitively. With increasing competition between ports, attracting new customers can no longer guarantee profits and success, but retaining existing customers is of more importance. In fact, a competitive environment provides customers with more alternatives to choose from. The study aimed at investigating the influence of Corporate Image on Customer Loyalty of Nigeria Ports Authority in Rivers State. The study adopted the survey research design. The study population comprised of 200 customers of Nigerian Ports Authority which were conveniently sampled. After data cleaning, 174 copies of questionnaire were completed and returned. Spearman’s Rank Order Correlation Coefficient via SPSS 21.0 version was used to test the seven hypotheses. Findings revealed that there was a positive relationship between service quality and customer loyalty; physical evidence and customer loyalty. In conclusion, we stated that loyal customers are more likely to repurchase the same service or brand, provide positive word-of-mouth and be willing to pay a premium price.
References
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11. Bitner, M. J. (1992). “Servicescape: the impact of the physical environment surrounds customers and employees. Journal of Marketing”, 56, 69-82
12. Black, I., & Veloutsou, C. (2017). Working consumers: co-creation of brand identity, consumer identity, and brand community identity. Journal of Business Research, 70, 416-429.
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19. Brown, B. & Perry, S. (2004). “Removing the Financial Performance Halo from Fortune’s Most Admired Companies,” Academy of Management Journal, 37, 1347–1359.
20. Chen, Z. & Dubinsky, A. (2003). A conceptual model of perceived customer value in e-commerce: a preliminary investigation. Psychology Marketing, 20 (4), 323-347.
21. Danaher, P. J. (2002). Optimal pricing of new subscription services: Analysis of a market experiment. Marketing Science, 21 (spring), 119-138.
22. Erdem, T. & Swait, J. (2004). Brand credibility, brand consideration and choice. Journal of Consumer Research, 31, 191-198.
23. Essegaier, S., Gupta, S. & Zhang, Z. J. (2002). Pricing access services. Marketing Science, 21 (spring), 139-158.
24. Gee R, Coates G, & Nicholson M (2008). Understanding and profitably managing customer loyalty. Mark. Intel. Plan, 26(4): 359-37
25. Grewal, D., Iyer, G. R., Krishnan, R. & Sharma, A. (2003). The Internet and the price-value-loyalty chain. Journal of Business Research, 56 (5), 391-398.
26. Griffin, J. M. (2002). ”Customer Loyalty—How to Earn It, How to Keep It”, Jossey-Bass.
27. Gupta, S., & Kim, H. W. (2007). The moderating effect of transaction experience on the decision calculus in on-line repurchase. International Journal of Electronic Commerce, 12(1), 127–158.
28. Haghighi, M., Dorosti, A., Rahnama, A., & Hoseinpour, A. (2012). Evaluation of factors affecting customer loyalty in the restaurant industry. African Journal of Business Management, 6(14), 5039-5046.
29. Hamadi, C. (2010). The Impact of Quality of Online Banking on Customer Commitment. Communications of the IBIMA, 1-8.
30. Hartman, K. B. & Spiro, R. L. (2005). Recapturing store image in customer-based store equity: a construct conceptualization. Journal of Business Research, 58 (8), 1112-1120.
31. Hatch, M. J. & Schyltz, M. (2001). “Are the Strategic Stars Aligned for your Corporate Brand?,” Harvard Business Review. 79 (2), 128 – 134
32. Hidalgo, P., Manzur, E., Olavarrieta, S. & Farias, P. (2008). Customer retention and price matching: The AFPs case. Journal of Business Research, 61 (6), 691-696.
33. Hsieh, A. & Li, C. (2008). "The moderating effect of brand image on public relations perception and customer loyalty", Marketing Intelligence & Planning, 26(1), 26-42. https://doi.org/10.1108/02634500810847138
34. Hsieh, A.-T. & Li, C.-K. (2008). “The Moderating Effect of Brand Image on Public Relations Perception and Customer Loyalty,” Marketing Intelligence and Planning Journal. 26(1). 26-42.
35. Hyun, S. S. (2010). Predictors of relationship quality and loyalty in the chain restaurant industry. Cornell Hosp. Q., 51(2): 251-267.
36. Jones, T.O. & Sasser, W. E. Jr. (1995). “Why satisfied customers defect”, Harvard Business Review, 73(6), 88-99.
37. Kandammentpully, J. & Suhartanto, D. (2000). “Customer Loyalty in the Hotel Industry: The Role of Customer Satisfaction and Image,” International Journal of Contemporary Hospitality Management. 12(6): 346-351.
38. Keiningham, T. L., Cooil, B., Andreassen, T. W. & Aksoy, L. (2007). “A longitudinal examination of ‘net promoter’ on firm revenue growth”, Journal of Marketing.
39. Kukar-Kinney, M. (2006). The role of price-matching characteristics in influencing store loyalty. Journal of Business Research, 59 (4), 475-482
40. Lam, S.Y., Shankar, V., Erramilli, M.K. & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business to- business service context. Journal of the Academy of Marketing Science, 32(3), 293–311.
41. Li, Dahui, Glenn J. Brown, & James C. Wetherbe. (2006). "Why Do Internet Users Stick with a Specific Website? A Relationship Perspective." International Journal of Electronic Commerce 10 (4): 105-141
42. Lin, J. S. C. & Liang, H. Y. (2011). “The influence of service environments on customer emotion and service outcomes”, Managing Service Quality, 21(4), 350-372.
43. Loverlock, C., & Writz, J. (2007). Services marketing: People, technology, strategy (6th ed.). New Jersey, Upper Saddle River: Pearson Prentice Hall.
44. Mahon, J. F., & Wartick, S. L. (2003). Dealing with stakeholders: how reputation, credibility and framing influence the game. Corporate Reputation Review, 6 (1), 19-35.
45. Martin, W. C., Ponder, N., & Lueg, J. E. (2009). Price fairness perceptions and customer loyalty in a retail context. Journal of Business Research, 62, 588-593
46. Martineau, P. (1958). "Sharper focus for the corporate image". Harvard Business Review, 36, 49-58.
47. Namasivyam, K. & Lin, I. (2008). “The servicescape”, in Jones, P. (Ed.), The handbook of Hospitality Operation and IT. New York: Elsevier Publishers.
48. Oliver, R. (1999). Whence consumer loyalty. Journal of marketing, 63, 33-44.
49. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
50. Olaru, D., & Purchase, S. & Peterson, N. (2008). From Customer Value to Repurchase Intentions and Recommendations. Journal of Business and Industrial Marketing, 23(8), 558-565.
51. Onwuegbuchunam, D., & Okeudo, G. (2012). “An Evaluation of Nigeria’s Seaborne Trade and Demand for Sea Transport.” European Journal of Business and Management 4 (13)
52. Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V. & Rabinovich, E. (2010). Moving forward and making a difference: research priorities for the science of service. Journal of Service Research 13 (1), 4-36.
53. Parasuraman A., & Zeithaml A. Valarie & Berry L. Leonard. (1985). A conceptual model of service quality and its implications for future research, Journal of Marketing, 49: 41-50
54. Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1994). Alternating scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria, Journal of Retailing, 70(3), 201-230
55. Parasuraman, A., Zeithaml, V., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing. 64, Spring, 12-40
56. Ping, R. A. (1993). The effect of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing 69 (3), 320-352.
57. Qureshi, I., Fang, Y., Ramsey, E., McCole, P., Ibbotson, P., & Compeau, D. (2009). Understanding online customer repurchasing intention and the mediating role of trust– An empirical investigation in two developed countries. European Journal of Information Systems, 18(3), 205–222
58. Rayner, J. (2003). Risk Management –10 principles, Elsevier Plc Group, Great Britain.
59. Reichheld, F. F. & Teal, T. (1996). The loyalty effect: the hidden force behind growth, profits, and lasting value. Bain & Company, INC. Harvard Business School Press.
60. Robert, P. W. & Dowling, G. R. (2003). ‘The Value of a Firm’s Corporate Reputation: How Reputation Helps and Sustain Superior Profitability,’ Corporate Reputation Review, 1(1/2), 72 -76.
61. Robert, P. W. & Dowling, G. R. (2003). ‘The Value of a Firm’s Corporate Reputation: How Reputation Helps and Sustain Superior Profitability,’ Corporate Reputation Review, 1(1/2), 72–76.
62. Rusbult, C. E. (1980). Commitment and satisfaction in romantic associations: A test of the investment model. Journal of Experimental Social Psychology, 16,172-186.
63. Soriano, D. R. (2002). Customers’ expectations factors in restaurants: The situation in Spain. Int. Journal of. Quality. Reliability. Management, 19(8): 1055-1067
64. Stopford, M. (1997). Maritime Economics. 2nd Edition. London: Routledge.
65. Swanson, C. E. (1957). "Branded and company images changed by advertising", ADMAP, 302-318.
66. Teas, K. & Agarwal, S. (2000). The effects of extrinsic product cues on consumers' perceptions of quality, sacrifice and value. Journal of the Academy of Marketing Science, 28 (2), 278-290.
67. Teas, R. K. (1993). “Expectations, Performance Evaluation, and Consumers’ Perceptions of Quality.” Journal of Marketing 57 (4): 18-34.
68. Teas, R. K. (1994). Expectations as a comparison standard in measuring service quality: An assessment of a reassessment, Journal of Marketing, 58(1), 132-139
69. Ugboma, C., Calistus, I., & Innocent C. O. (2006). “An Analytical Hierarchy Process for Port Selection Decision.” Maritime Economics & Logistics 8 (3): 251-66.
70. Vergin, R.C. & Qoronfleh, M.W. (1998). “Corporate Reputation and the Stock Market,” Business Horizon, 41, 19–26.
71. Xie, J. H. & Shugan, S. (2001). Electronic tickets, smart cards, and online prepayments: When and how to advance sell. Marketing Science, 20 (summer), 219-243
72. Zeithaml, V. A. & Bitner, M. J. (2003). Services Marketing: Integrating Customer Focus Across the Firm, 3rd Edition, Tata McGraw-Hill, New Delhi.
73. Zins, A. H. (2001). “Relative Attitudes and Commitment in Customer Loyalty Models: Some Experiences in the Commercial Air Line Industry,” International Journal of Service Industry Management. 12(3): 269-294.
2. Agyei, P. M., & Kilika, J. M. (2013). Relationship between service quality and customer loyalty in the Kenyan telecommunication service industry. European Journal of Business and Management, 5(23), 26-36.
3. Aksu, A. (2006). Gap analysis in customer loyalty: A research in 5-star hotels in the Antalya region of Turkey. Qual. Quant., 40(2): 187-205.
4. Anderson, J. C, & Narus, J. A. (2004). Business Market Management: Understanding, Creating, and Delivering Value. 2nd edition. Upper Saddle River: Pearson/Prentice Hall
5. Bansal, H. S., Irving, P. G. & Taylor, S. F. (2004). A Three-Component Model of Customer Commitment to Service Providers. Journal of the Academy of Marketing Science, 32 (3), 234-245.
6. Baur, D., & Schmitz, H. P. (2011). Corporations and NGOs: when accountability leads to co-optation. Journal of Business Ethics, 106 (1), 9-21.
7. Beerli, A., Martin D. J., & Quintana, A. (2002). A model of customer loyalty in the retail banking market. European Journal of Marketing, 38(1), 253-275.
8. Berman, R., & Evans, J. (1995). “Impact of corporate image and corporate reputation on customer loyalty. Journal of Management of Science and Engineering, 1 (2) 1-11.
9. Bernstein, D. (2004). Company Image & Reality: A Critique of Corporate Communications. London: Cassell Educational, Ltd., Sage Publications, Sage CA: Thousand Oaks, CA
10. Bernstein, D. (2004). ‘Company Image and Reality: A Critique of Corporate Communication,’ London: Holt, Rinehart & Winston.
11. Bitner, M. J. (1992). “Servicescape: the impact of the physical environment surrounds customers and employees. Journal of Marketing”, 56, 69-82
12. Black, I., & Veloutsou, C. (2017). Working consumers: co-creation of brand identity, consumer identity, and brand community identity. Journal of Business Research, 70, 416-429.
13. Bolton, R. N., & Drew, J. H. (1991). “A Longitudinal Analysis of the Impact of Service Changes on Customer Attitude.” Journal of Market 55 (1): 1-9.
14. Boohene, R., & Agyapong, G. K. Q. (2011). Analysis of the antecedents of customer loyalty of telecommunication industry in Ghana: The case of vodafone (Ghana). International Business Research, 4(1), 229-240.
15. Booms, B. H. & Bitner, M. J. (1981). “Marketing Strategies and Organization Structures for Service Firms”, in J H Donnelly and W R George (Eds.), Marketing of Services, 47-52, American Marketing Association, Chicago.
16. Boulding, K. E. (1956). The Image, Ann Arbor. The University of Michigan Press.
17. Brodie, R. J., Whittome, J. R. M. & Brush, G. J. (2009). Investigating the service brand: A customer value perspective. Journal of Business Research, 62 (3), 345-355.
18. Bromley, D. B. & Dennis, R. L. (1993). “Reputation, Image and Impression Management”, Chichester: John Wiley and Sons
19. Brown, B. & Perry, S. (2004). “Removing the Financial Performance Halo from Fortune’s Most Admired Companies,” Academy of Management Journal, 37, 1347–1359.
20. Chen, Z. & Dubinsky, A. (2003). A conceptual model of perceived customer value in e-commerce: a preliminary investigation. Psychology Marketing, 20 (4), 323-347.
21. Danaher, P. J. (2002). Optimal pricing of new subscription services: Analysis of a market experiment. Marketing Science, 21 (spring), 119-138.
22. Erdem, T. & Swait, J. (2004). Brand credibility, brand consideration and choice. Journal of Consumer Research, 31, 191-198.
23. Essegaier, S., Gupta, S. & Zhang, Z. J. (2002). Pricing access services. Marketing Science, 21 (spring), 139-158.
24. Gee R, Coates G, & Nicholson M (2008). Understanding and profitably managing customer loyalty. Mark. Intel. Plan, 26(4): 359-37
25. Grewal, D., Iyer, G. R., Krishnan, R. & Sharma, A. (2003). The Internet and the price-value-loyalty chain. Journal of Business Research, 56 (5), 391-398.
26. Griffin, J. M. (2002). ”Customer Loyalty—How to Earn It, How to Keep It”, Jossey-Bass.
27. Gupta, S., & Kim, H. W. (2007). The moderating effect of transaction experience on the decision calculus in on-line repurchase. International Journal of Electronic Commerce, 12(1), 127–158.
28. Haghighi, M., Dorosti, A., Rahnama, A., & Hoseinpour, A. (2012). Evaluation of factors affecting customer loyalty in the restaurant industry. African Journal of Business Management, 6(14), 5039-5046.
29. Hamadi, C. (2010). The Impact of Quality of Online Banking on Customer Commitment. Communications of the IBIMA, 1-8.
30. Hartman, K. B. & Spiro, R. L. (2005). Recapturing store image in customer-based store equity: a construct conceptualization. Journal of Business Research, 58 (8), 1112-1120.
31. Hatch, M. J. & Schyltz, M. (2001). “Are the Strategic Stars Aligned for your Corporate Brand?,” Harvard Business Review. 79 (2), 128 – 134
32. Hidalgo, P., Manzur, E., Olavarrieta, S. & Farias, P. (2008). Customer retention and price matching: The AFPs case. Journal of Business Research, 61 (6), 691-696.
33. Hsieh, A. & Li, C. (2008). "The moderating effect of brand image on public relations perception and customer loyalty", Marketing Intelligence & Planning, 26(1), 26-42. https://doi.org/10.1108/02634500810847138
34. Hsieh, A.-T. & Li, C.-K. (2008). “The Moderating Effect of Brand Image on Public Relations Perception and Customer Loyalty,” Marketing Intelligence and Planning Journal. 26(1). 26-42.
35. Hyun, S. S. (2010). Predictors of relationship quality and loyalty in the chain restaurant industry. Cornell Hosp. Q., 51(2): 251-267.
36. Jones, T.O. & Sasser, W. E. Jr. (1995). “Why satisfied customers defect”, Harvard Business Review, 73(6), 88-99.
37. Kandammentpully, J. & Suhartanto, D. (2000). “Customer Loyalty in the Hotel Industry: The Role of Customer Satisfaction and Image,” International Journal of Contemporary Hospitality Management. 12(6): 346-351.
38. Keiningham, T. L., Cooil, B., Andreassen, T. W. & Aksoy, L. (2007). “A longitudinal examination of ‘net promoter’ on firm revenue growth”, Journal of Marketing.
39. Kukar-Kinney, M. (2006). The role of price-matching characteristics in influencing store loyalty. Journal of Business Research, 59 (4), 475-482
40. Lam, S.Y., Shankar, V., Erramilli, M.K. & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business to- business service context. Journal of the Academy of Marketing Science, 32(3), 293–311.
41. Li, Dahui, Glenn J. Brown, & James C. Wetherbe. (2006). "Why Do Internet Users Stick with a Specific Website? A Relationship Perspective." International Journal of Electronic Commerce 10 (4): 105-141
42. Lin, J. S. C. & Liang, H. Y. (2011). “The influence of service environments on customer emotion and service outcomes”, Managing Service Quality, 21(4), 350-372.
43. Loverlock, C., & Writz, J. (2007). Services marketing: People, technology, strategy (6th ed.). New Jersey, Upper Saddle River: Pearson Prentice Hall.
44. Mahon, J. F., & Wartick, S. L. (2003). Dealing with stakeholders: how reputation, credibility and framing influence the game. Corporate Reputation Review, 6 (1), 19-35.
45. Martin, W. C., Ponder, N., & Lueg, J. E. (2009). Price fairness perceptions and customer loyalty in a retail context. Journal of Business Research, 62, 588-593
46. Martineau, P. (1958). "Sharper focus for the corporate image". Harvard Business Review, 36, 49-58.
47. Namasivyam, K. & Lin, I. (2008). “The servicescape”, in Jones, P. (Ed.), The handbook of Hospitality Operation and IT. New York: Elsevier Publishers.
48. Oliver, R. (1999). Whence consumer loyalty. Journal of marketing, 63, 33-44.
49. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
50. Olaru, D., & Purchase, S. & Peterson, N. (2008). From Customer Value to Repurchase Intentions and Recommendations. Journal of Business and Industrial Marketing, 23(8), 558-565.
51. Onwuegbuchunam, D., & Okeudo, G. (2012). “An Evaluation of Nigeria’s Seaborne Trade and Demand for Sea Transport.” European Journal of Business and Management 4 (13)
52. Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V. & Rabinovich, E. (2010). Moving forward and making a difference: research priorities for the science of service. Journal of Service Research 13 (1), 4-36.
53. Parasuraman A., & Zeithaml A. Valarie & Berry L. Leonard. (1985). A conceptual model of service quality and its implications for future research, Journal of Marketing, 49: 41-50
54. Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1994). Alternating scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria, Journal of Retailing, 70(3), 201-230
55. Parasuraman, A., Zeithaml, V., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing. 64, Spring, 12-40
56. Ping, R. A. (1993). The effect of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing 69 (3), 320-352.
57. Qureshi, I., Fang, Y., Ramsey, E., McCole, P., Ibbotson, P., & Compeau, D. (2009). Understanding online customer repurchasing intention and the mediating role of trust– An empirical investigation in two developed countries. European Journal of Information Systems, 18(3), 205–222
58. Rayner, J. (2003). Risk Management –10 principles, Elsevier Plc Group, Great Britain.
59. Reichheld, F. F. & Teal, T. (1996). The loyalty effect: the hidden force behind growth, profits, and lasting value. Bain & Company, INC. Harvard Business School Press.
60. Robert, P. W. & Dowling, G. R. (2003). ‘The Value of a Firm’s Corporate Reputation: How Reputation Helps and Sustain Superior Profitability,’ Corporate Reputation Review, 1(1/2), 72 -76.
61. Robert, P. W. & Dowling, G. R. (2003). ‘The Value of a Firm’s Corporate Reputation: How Reputation Helps and Sustain Superior Profitability,’ Corporate Reputation Review, 1(1/2), 72–76.
62. Rusbult, C. E. (1980). Commitment and satisfaction in romantic associations: A test of the investment model. Journal of Experimental Social Psychology, 16,172-186.
63. Soriano, D. R. (2002). Customers’ expectations factors in restaurants: The situation in Spain. Int. Journal of. Quality. Reliability. Management, 19(8): 1055-1067
64. Stopford, M. (1997). Maritime Economics. 2nd Edition. London: Routledge.
65. Swanson, C. E. (1957). "Branded and company images changed by advertising", ADMAP, 302-318.
66. Teas, K. & Agarwal, S. (2000). The effects of extrinsic product cues on consumers' perceptions of quality, sacrifice and value. Journal of the Academy of Marketing Science, 28 (2), 278-290.
67. Teas, R. K. (1993). “Expectations, Performance Evaluation, and Consumers’ Perceptions of Quality.” Journal of Marketing 57 (4): 18-34.
68. Teas, R. K. (1994). Expectations as a comparison standard in measuring service quality: An assessment of a reassessment, Journal of Marketing, 58(1), 132-139
69. Ugboma, C., Calistus, I., & Innocent C. O. (2006). “An Analytical Hierarchy Process for Port Selection Decision.” Maritime Economics & Logistics 8 (3): 251-66.
70. Vergin, R.C. & Qoronfleh, M.W. (1998). “Corporate Reputation and the Stock Market,” Business Horizon, 41, 19–26.
71. Xie, J. H. & Shugan, S. (2001). Electronic tickets, smart cards, and online prepayments: When and how to advance sell. Marketing Science, 20 (summer), 219-243
72. Zeithaml, V. A. & Bitner, M. J. (2003). Services Marketing: Integrating Customer Focus Across the Firm, 3rd Edition, Tata McGraw-Hill, New Delhi.
73. Zins, A. H. (2001). “Relative Attitudes and Commitment in Customer Loyalty Models: Some Experiences in the Commercial Air Line Industry,” International Journal of Service Industry Management. 12(3): 269-294.
Published
2022-12-24
How to Cite
F., O. I., & N., O. H. (2022). Corporate Image and Customer Loyalty of Nigeria Ports Authority in Rivers State. International Journal on Economics, Finance and Sustainable Development, 4(12), 72-91. https://doi.org/10.31149/ijefsd.v4i12.3828
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Articles
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