Corporate Image, Trust, and Reputation and Customer Advocacy Behavior: Is There Linkage?
Corporate trust and reputation matter. In fact, they are every company or organization’s most valuable assets. Trust and reputation go hand-in-hand, and need to be protected and enhanced. An excellent reputation doesn’t necessarily translate to a better bottom line, but a bad reputation can definitely be damaging to a company’s future. Any negative hit to a company’s reputation often results in a decline in consumer trust; and any erosion in trust equals a negative hit to business growth. Not something a CEO wants to treat lightly.
Market Probe’s customer advocacy research approach is helping corporate clients understand how to best leverage the insights to help go beyond lip service. After all, if a company can influence and shift customer behavior / behavior, to grow their reputation, increase trust and make customers like and respect them for all the good they are doing – can any organization afford to ignore its advocates?
Our studies have clearly shown the direct connection between downstream advocacy behavior and customer experiences, service transactions, strategic relationships, brand positioning and messaging, and even loyalty program components. There is also direct business outcome connection between advocacy and corporate reputation and trust.
Market Probe understands both the power of enterprise image and reputation and the important linkage of perceived corporate trust and reputation to customer advocacy behavior. We have developed actionable tools and techniques through our SHARE+ advocacy research framework and targeted analyses to help companies protect and enhance their reputations.
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Dr. Michael Lowenstein is Exectuvie Vice President at Market Probe CLICK FOR MICHAEL'S BIO