Resumo

RAMMILE, N  e  VAN ZYL, J. The influence of employee effort, perceived quality and corporate image on customer loyalty in the cellular industry. JCMAN [online]. 2012, vol.9, n.1, pp.113-131. ISSN 1815-7440.

The purpose of this study is to demonstrate how employee effort, perceived quality and corporate image affect customer loyalty in the cellular industry. Regression analysis was used to test the significance of the relationships that exist between the constructs. The findings indicate that perceived quality has the strongest impact on customer loyalty, followed by corporate image and then employee effort. Corporate image, in turn, is influenced by both employee effort and perceived quality, with perceived quality having a stronger impact on corporate image. Employee effort also has a significant influence on perceived quality. The findings are useful to managers because they will be able to manage what the company does internally through employees and what the company does externally through corporate image to enhance customer loyalty. The findings are also useful to researchers because this study combines the branding effort and employee effort in a model and demonstrates the impact.

Palavras-chave : cellular industry; corporate image; customer loyalty; employee effort; perceived quality.

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