The Influence of corporate image on customer loyalty: The case of Coca-Cola drinks

Zainudin, Awang and Hawa, Jallow (2019) The Influence of corporate image on customer loyalty: The case of Coca-Cola drinks. International Journal of Humanities and Social Science Research, 5 (5). pp. 122-130. ISSN 2455-2070

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Abstract

In spite of the influence of corporate image on customer loyalty availability to many organizations, it is essential to note that the Coca-Cola company in the Gambia have not yet appreciated how to effectively and efficiently utilize the strategies in attempting to enhance the customer loyalty. Therefore, this study is conducted to investigate the influence of corporate image on customer loyalty of the Coca-Cola Company in the Gambia, with particular emphasis on how customer satisfaction mediates the relationship between corporate image and customer loyalty. Moreover, this study will use structural equation model to analyze the research hypothesis.

Item Type: Article
Uncontrolled Keywords: customer loyalty, corporate image, Coca-Cola company
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Business and Management
Depositing User: Fatin Safura
Date Deposited: 21 Mar 2022 02:03
Last Modified: 21 Mar 2022 02:03
URI: http://eprints.unisza.edu.my/id/eprint/6456

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