Authors : Sirintorn Liengjindathaworn, Krittapha Saenchaiyathon and Prachit Hawat
Abstract: Under the circumstance of high competition in any business now-a-days, it is necessary to assess corporate reputation by stakeholders. The understanding of stakeholders’ requirement is able to force the administrative to make good relationship to both internal and external. This implementation is able to create value of firm, namely reputation and brand loyalty. The purpose of this study, was to examine the construct of corporate reputation and effect of corporate reputation to brand loyalty on perceptions of employees and customers of banks in Thailand. The systematic random sampling was taken on 385 employees and 385 customers of banks. The questionnaires were distributed and explained to the respondents by researcher for better understanding to respond. This study found that employees and customers have different view in factors and perception of reputation to brand loyalty. In side of employees, the construct of reputation are emotional appeal and competence. The reputation on employee’s perception in competence has more effect than emotional appeal. In side of customers, however the construct of reputation are emotional appeal, quality of product and service, corporate responsibility and performance. The reputation on customer’s perception in emotional appeal has effect on brand loyalty but other factors not significant.
Sirintorn Liengjindathaworn, Krittapha Saenchaiyathon and Prachit Hawat, 2015. Effect of Corporate Reputation to Brand Loyalty of Banks in Thailand. International Business Management, 9: 134-138.