Measuring The Relationship Between Customer Satisfaction, Service Quality and Corporate Image: A Case Study of Airtel and BSNL

Abstract

In the light of the changes taking place in the business world as a result of globalization, liberalization, and increasing competition no
company can afford to ignore the importance of favourable (corporate) image since it reflects the character of a company. The more
favourable is the image, the more active people are in recommending a company’s products to their friends and relatives. The main
purpose of the above study is to measure the relationship between service quality, customer satisfaction, and corporate image. A sample
size of 1000 customers has been taken in the study comprising of 500 Airtel and BSNL users each. The analysis indicates that both the
variables customer satisfaction and service quality have been found to be significant predictors of the corporate image of the telecom
companies.