International Journal of Research Studies in Management
CollabWritive Special Issue
2023 Volume 11 Issue 6
Available Online: 15 August 2023
Author/s:
Wu, Qingqing
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (2538019804@qq.com)
Abstract:
Based on the field of air conditioner industry, this study mainly determined the various dimensions of corporate image, customer satisfaction and customer loyalty of Chinese air conditioner enterprises, and defined the customer relationship management system driven by corporate image for Chinese air conditioning companies. Through empirical research, descriptive statistics and inferential analysis were carried out on the questionnaire data of 567 respondents from the survey by SPSS version 28, and the status quo of the evaluation of the dimensions of corporate image, customer satisfaction and customer loyalty of Chinese air conditioner companies was revealed, the relationships among corporate image, customer satisfaction and customer loyalty were obtained. Specifically, this study showed that respondents agreed on the evaluation indicators related to the corporate image, customer satisfaction and customer loyalty of the air conditioning enterprises involved, and the important role of natural image, service image, product image, corporate behavior and other factors in shaping corporate image. The study also revealed the importance of customer satisfaction and customer loyalty to enterprises to obtain market competitiveness. Meanwhile, through the correlations among corporate image, customer satisfaction and customer loyalty tested in this study, it was concluded that corporate image has a positive and significant relationship with customer satisfaction and customer loyalty, meaning the better corporate image is, the higher customer satisfaction and customer loyalty will be. The empirical research results also showed that there is a strong positive and significant correlation between customer satisfaction and customer loyalty, which means the higher the customer satisfaction, the higher the customer loyalty. This paper also created a customer relationship management model of Chinese air conditioner enterprises, indicating that a good customer relationship management model should be composed of corporate image, customer satisfaction and customer loyalty. Finally, based on this study, the researcher provided relevant suggestions which have certain empirical reference significance for air conditional industry.
Keywords: air conditioner company, corporate image, customer satisfaction, customer loyalty, customer relationship model
DOI: https://doi.org/10.5861/ijrsm.2023.1067
Cite this article:
Wu, Q. (2023). Corporate image, customer satisfaction and loyalty among customers in air conditioner industry: Basis for customer relationship management model. International Journal of Research Studies in Management, 11(6), 53-65. https://doi.org/10.5861/ijrsm.2023.1067