Journal of the Academy of Marketing Science

, Volume 35, Issue 1, pp 127–143 | Cite as

Customer-based corporate reputation of a service firm: scale development and validation

  • Gianfranco Walsh
  • Sharon E. BeattyEmail author


Although corporate reputation has attracted significant attention among marketing scholars, current measures of it do not adequately capture the perceptions of the most important stakeholder group, customers, and often overlook its relationship to important customer-outcome variables. In this article, we identify dimensions of customer-based corporate reputation and develop scales to measure these dimensions (Study 1). Based on comprehensive validation procedures across three service firm types, we found support for a five-dimensional scale with the following dimensions: Customer Orientation, Good Employer, Reliable and Financially Strong Company, Product and Service Quality, and Social and Environmental Responsibility. In Study 2, using a second sample, we validate our scale and examine its relationship with important customer-outcome variables—customer satisfaction, loyalty, trust, and word of mouth. Most of the reputation dimensions were strongly associated with important outcome variables, with a few exceptions. We discuss the results with reference to the marketing implications.


Customer-based corporate reputation Loyalty Satisfaction Scale development Trust Word of mouth 



The authors wish to thank the anonymous reviewers and the editor for numerous valuable comments as well as Grahame Dowling, Michael Jones, and Nicole Ponder for their comments on earlier versions of the paper.


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Copyright information

© Academy of Marketing Science 2007

Authors and Affiliations

  1. 1.Institute for ManagementUniversity of Koblenz-LandauKoblenzGermany
  2. 2.Culverhouse College of Commerce and Business AdministrationUniversity of AlabamaTuscaloosaUSA

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