Corporate image in the leisure services sector

Abstract

Purpose: This paper seeks to empirically examine the relationship between corporate image and customer satisfaction in the leisure services sector. It also aims to examine the mediating impact of employees and servicescape on this relationship. Design/methodology/approach: Data were collected from a sample of 195 individuals who had visited an Australian zoological garden over a specified time period. Confirmatory factor analysis was used to test the validity of the measures, whilst structural equation modelling and multiple regression were used in hypothesis testing. Findings: Findings reveal that corporate image has a significant positive relationship with customer satisfaction. Although t..