Customer satisfaction and corporate reputation: A correlation study

by Van Oostenbrugge, Steve J., Ph.D., CAPELLA UNIVERSITY, 2013, 130 pages; 3557630


Effective decision-making is paramount to the success or failure of any organization. Leadership decisions must reflect proper understanding of customers' needs, as well as the needs of the organization. This study utilizes quantitative statistical methods of correlation to provide a better understanding of the impact of customers' satisfaction levels on an organization's reputation, as perceived by the organization's leadership. By comparing the criteria used in the determination of Fortune magazine's list of the "World's Most Admired Companies" to that of the American Customer Satisfaction Index, the study finds patterns of correlation that provide further credibility to the theory that effective leadership should incorporate the relationship between achievements of corporate reputation and customer satisfaction levels.

AdviserJohn L. Whitlock
Source TypeDissertation
SubjectsMarketing; Management
Publication Number3557630

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