Examining the Antecedents and Consequences of Customer-Based Reputation in China: Evidence from Supermarkets’ Customers

Abstract

This article introduces the scale of corporate reputation (CR) for Chinese companies. CR can be enhanced by promoting customer trust (CT). Furthermore, good CR can strengthen customer loyalty (CL) and customer satisfaction (CS) which in turn highlight the importance of CR for Chinese companies. This article provides the measuring method and relative factors of CR so that Chinese companies are in a position to enhance their reputation in a more effective and reliable way.