How does corporate image impact customer loyalty in complex services? This paper explores the roles of corporate image and customer satisfaction as routes to customer loyalty, drawing on theory from consumer behavior and cognitive psychology. The study uses data from 600 individual customers, categorized by service expertise, across three companies in the package tour industry. A conceptual model is proposed and tested empirically using structural equation modeling, utilizing data from the Norwegian Customer Satisfaction Barometer. The findings suggest that corporate image has a direct impact on customer loyalty, while customer satisfaction does not. This result, consistent across high and low service expertise, challenges the disconfirmation paradigm that predicts customer satisfaction as the primary driver of customer loyalty. From a managerial perspective, understanding the relative strength of these routes is vital for allocating resources to improve customer loyalty effectively.
Published in the International Journal of Service Industry Management, this research fits the journal's interest in service quality, customer relationships, and marketing strategies. The paper provides valuable insights into the specific drivers of customer loyalty in complex service industries.