The Importance Of Corporate Image

1799 Words 8 Pages
In 2006, Goetsch and Davis stated that if customers are people who receive your work, only they can determine what quality is, only they can tell you what they want, and how they want it. “The customer is the only one who can decide whether the quality of the product and services that supply the satisfactory” (Hoyle, 2007). To increase the sales of environmentally sensible products, company must increase consumers’ awareness of green products, improve consumers’ perceptions of eco-products’ quality, strengthen consumers’ trust, lower the prices of green products, and increase these products’ availability (http://ssir.org, last retrieved February 2016). Product quality also relates to how well a product meets changing demands. At the same time, …show more content…
It refers to the brand and the kind of associations that customers have with a brand, goods, service and/or organization (2013). Kandampully & Hu stated that corporate image consisted of two main components; the first is functional such as the tangible characteristics that can be measured and evaluated easily. The second is emotional such as feelings, attitudes and beliefs the one have towards the organization. These emotional components are consequences from accumulative experiences the customer have with the passage of time with the organization (2007). Corporate image is dependent upon a person’s beliefs, feelings, ideas, and impressions, and is aided by the information provided by the company (communications), as well as managerial attitudes, behaviour, and philosophy (Richard and Zhang, 2012). Corporate image is an abstract concept that reflects the public’s general evaluation of a corporation. It is an indicator that attracts potential or existing customers to be willing to come into contact with a corporation (Chun-Chen et al., 2014). Corporate Image is the image …show more content…
Therefore, customer satisfaction is evaluated by positive perception perceived which have similarity to the meaning of customer value package that are from price, product quality, service quality, innovation and corporate image” (Johari and Myint, 2012). Customer satisfaction is the best indicator of how likely a customer will make a purchase in the future wherein asking customers to rate their satisfaction on a scale of 1-10 is a good way to see if they will become repeat customers or even advocates (www.blog.clientheartbeat.com, retrieved January 2016). “Obviously, if the product just meets expectations, satisfaction is less than if it goes well beyond expectations in which any performance below expectations results in a dissatisfied customer” (Lehmann & Winer,

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