The Impact Of Customer Perceived Corporate Reputation On Customer Loyalty

Theories about corporate reputation mostly regard it as intangible asset with highadded value. Such asset can prevent the potential entrants effectively, attract moreinvestors and employees and establish long-term relationship with its customer. Thereare few papers focus on how the factors of reputation affect the customer loyalty andmost of those researches linger around what is the driving factor of corporatereputation. Besides, the past papers focus on the reputation based on multiplestakeholders and this apparently overlooks the customer who is the end user ofproducts and service. This paper is going to investigate on the Taiwan-fund restaurantindustry in mainland China to find out the effects of customer perceived corporatereputation on customer loyalty. Then the paper will provide targeted suggestions onthe practice of food and restaurant industry to the food companies so that they canwell establish themselves to win the competition.