Vol. 5, Issue 4 (2019)
The Influence of corporate image on customer loyalty: The case of Coca-Cola drinks
Author(s): Hawa Jallow, Zainudin Awang
Abstract: In spite of the influence of corporate image on customer loyalty availability to many organizations, it is essential to note that the Coca-Cola company in the Gambia have not yet appreciated how to effectively and efficiently utilize the strategies in attempting to enhance the customer loyalty. Therefore, this study is conducted to investigate the influence of corporate image on customer loyalty of the Coca-Cola Company in the Gambia, with particular emphasis on how customer satisfaction mediates the relationship between corporate image and customer loyalty. Moreover, this study will use structural equation model to analyze the research hypothesis.