Abstract

GARCIA DE LOS SALMONES, Mª del Mar; HERRERO CRESPO, Ángel  and  RODRIGUEZ DEL BOSQUE, Ignacio. Commercial actuation, perceive dimage and loyalty applied to sector B2B of access to tele-communication networks: Application au Secteur B2B d´Accès à des Réseaux de Télécommunications. Innovar [online]. 2006, vol.16, n.27, pp.101-116. ISSN 0121-5051.

The present work focuses on identifying the different dimensions of corporate behaviour so as to relate them to companies' perceived images and client loyalty. The literature dealing with corporate image was reviewed and a series of contrasting hypotheses proposed within the telecommunications' sector. This was tested by using an ordered probit model to see how a telecommunications' company was evaluated by its client companies in terms of positively influencing perceptions about service, prices, personal attention and corporate strategy. Some of these variables lost their power to explain the above when included in a model of intention to change service provider, all factors related to service and price assuming special protagonism. Care must therefore be taken with such elements so that any company client loyalty strategy will work. Two different but comparable models were applied for determining those factors having the greatest weight in each case, as well as the existence of possible differences between factors determining image and loyalty towards services.

Keywords : corporate image; loyalty; telecommunications sector; ordered probit models.

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