The Effect of Corporate Image in the Formation of Customer Loyalty
基于消费者行为、认知心理学和社会认知心理学理论，研究了企业形象对顾客忠诚的影响，发现企业形象通过间接方式显著影响忠诚度，且忠诚度由期望不一致和企业形象共同驱动。
Based on theory from consumer behavior; cognitive psychology, and social cognitive psychology, this article explores the effect of corporate image in the formation of customer loyalty. Findings from the goods and service sector indicate that corporate image has a significant but indirect impact on customer loyalty. In conclusion, the authors claim that customer loyalty is driven both by disconfirmation of expectations and corporate image.