نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی کارشناسی ارشد MBA دانشگاه شاهرود، شاهرود
2 استادیار دانشکده مهندسی صنایع و مدیریت، دانشگاه شاهرود
3 کارشناسی ارشد MBA دانشگاه شاهرود
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Nowadays, survival of companies and materializing their vision depends on, and is guaranteed by, the company's capability in attracting and maintaining customers. The Corporate image, as a potential effective source, plays an important role in customer's behavior while making halo effect in customer's satisfaction, particularly in maintaining and developing their loyalty. The main goal of this research is to measure service quality by means of the concepts of SERVQUAL and Net Promoter Score (NPS), as well as the measurement of the Corporate image from the customers' perspective using the proposed approach. Such an approach as the innovation of the research is able to guage the impact of the Corporate image by integrating NPS and SERVQUAL. The case study is on passengers in the arrivals for 3 airlines: A, B, and C. The results show the effect of customers' loyalty on the Corporate image based on the proposed model. Among the 3 mentioned airlines, airline A enjoys a more optimal status.
کلیدواژهها [English]
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