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Corporate Reputation And Customer Loyalty As The Measures Of Competitive Enterprise Position – Empirical Analyses On The Example Of Polish Banking Sector

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  • Danuta Szwajca

    (Silesian University of Technology)

Abstract

In order to determine the competitive position of a company not only the traditional measures of market position (market share) and financial position (financial ratios) are used, but also the qualitative measures concerning intangible resources. Customer satisfaction and customer loyalty are the two most commonly applied qualitative measures. Due to the growing importance of intangible resources, and of reputation in particular, the need arises to use the reputation indicator as a measure of competitive position in achieving a long-term competitive advantage and building the enterprise value. The purpose of this article is to identify the competitive position indicated by the level of corporate reputation in comparison with the customer loyalty indicator and the most popular traditional measures based on the example of banking sector. For calculation of qualitative measures the method of survey was used, conducted among the retail banking customers. The study showed a weak relationship between reputation and loyalty: the banks that received the highest ratings of reputation, obtained the poorest results in terms of loyalty. Due to the limited subjective and methodological scope of research, the results cannot constitute a sufficient basis to prove this thesis, however, they may constitute a good starting point for conducting broader research in this area.

Suggested Citation

  • Danuta Szwajca, 2016. "Corporate Reputation And Customer Loyalty As The Measures Of Competitive Enterprise Position – Empirical Analyses On The Example Of Polish Banking Sector," Oeconomia Copernicana, Institute of Economic Research, vol. 7(1), pages 91-106, March.
    • Handle: RePEc:pes:ieroec:v:7:y:2016:i:1:p:91-106
    DOI: 10.12775/OeC.2016.007
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    References listed on IDEAS

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    1. Cravens, Karen & Goad Oliver, Elizabeth & Ramamoorti, Sridhar, 2003. "The Reputation Index:: Measuring and Managing Corporate Reputation," European Management Journal, Elsevier, vol. 21(2), pages 201-212, April.
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    Cited by:

    1. Osakwe, Christian Nedu & Ruiz, Belén & Amegbe, Hayford & Chinje, Nathalie B. & Cheah, Jun-Hwa & Ramayah, T., 2020. "A multi-country study of bank reputation among customers in Africa: Key antecedents and consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).

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    More about this item

    Keywords

    reputation; customer loyalty; competitive position; banking sector;
    All these keywords.

    JEL classification:

    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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