David Grant D.Grant@hull.ac.uk
Using logistics services to achieve satisfaction and turn corporate brand equity into loyalty
Grant, David; Juntunen, Jouni; Juga, Jari; Juntunen, Mari
K S Pawar
C S Lalwani
Purpose: This research applies theory and techniques from the services and marketing literature to a logistics service provider (LSP) context to determine whether corporate brand equity and the LSP’s service offerings lead to customer satisfaction which in turn leads to increased customer loyalty towards the LSP.
Methodology/Design: A conceptual model was developed from the literature and includes four latent constructs of corporate brand equity, satisfaction, service and loyalty that are underpinned by nine manifest variables. A survey of over 200 Finnish industrial firms was conducted to explore these constructs.
Research Findings: Data were analysed using structural equation modelling and the relationships among the four constructs in the conceptual model were supported.
Research Limitations: Although primary empirical research was conducted the context of the research was companies in one geographical context, Finland. However, the results indicate that the theory and constructs should hold in other contexts.
Practical implications: The findings of this research should enable management of LSPs to determine those service offerings most important to their customers and develop a service package using such offerings to satisfy the customer needs and thus build corporate brand equity and loyalty.
Originality/value of the paper: This paper adds to knowledge of customer service and satisfaction in logistics, particularly LSPs, and provides an interdisciplinary approach to research in the logistics domain.
Grant, D., Juntunen, J., Juga, J., & Juntunen, M. (2009). Using logistics services to achieve satisfaction and turn corporate brand equity into loyalty. In K. S. Pawar, & C. S. Lalwani (Eds.), Proceedings of the 14th International Symposium on Logistics (14th ISL), Nottingham University Business School, 408-414
|Start Date||Jul 5, 2009|
|End Date||Jul 8, 2009|
|Book Title||Proceedings of the 14th International Symposium on Logistics (14th ISL), Nottingham University Business School|
|ISBN||978 0 85358 220 5|
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