Open AccessMeasuring The Relationship Between Customer Satisfaction, Service Quality and Corporate Image: A Case Study of Airtel and BSNL
Author(s) -
Amitabh Pandey,
Manjula Jain
Publication year - 2021
Publication title -
management insight
Language(s) - English
Resource type - Journals
eISSN - 2456-0936
pISSN - 0973-936X
DOI - 10.21844/mijia.17.1.8
Subject(s) - customer satisfaction , business , service quality , marketing , globalization , sample (material) , quality (philosophy) , liberalization , service (business) , competition (biology) , customer delight , character (mathematics) , customer retention , economics , mathematics , market economy , ecology , philosophy , chemistry , geometry , epistemology , chromatography , biology
In the light of the changes taking place in the business world as a result of globalization, liberalization and increasing competition no company can afford to ignore the importance of favourable (corporate) image since it reflects the character of a company. The more favourable is the image, the more active people are in recommending a company’s products to their friends and relatives. The main purpose of the above study is to measure the relationship between service quality, customer satisfaction and corporate image. A sample size of 1000 customers has been taken in the study comprising of 500 Airtel and BSNL users each. The analysis indicates that both the variables customer satisfaction and service quality have been found to be significant predictors of corporate image of the telecom companies.