The effect of corporate reputation and brand image on customer satisfaction: A case study of the Algerian banking sector.

Abstract

Corporate reputation and brand image are considered as powerful and very effective assets that lead the organization to achieve important objectives, especially for banks where competition is intense, and the management of these two factors has become a necessity. This study used the partial least squares (PLS) approach in order to examine the effect of corporate reputation and brand image on customer satisfaction in the banking sector in Algeria. The Model was developed and tested with structural equation modeling (SEM) using Smart Pls. The data for this study were collected from bank customers in Algeria. Out of 250 distributed questionnaires, 190 usable questionnaires were returned and used. The results of the study show that corporate reputation and brand image have a significant positive effect on customer satisfaction.