Corporate Image, Trust and Reputation, and Customer Advocacy Behavior: Is There Linkage?

Market Probe presents research that demonstrates an actionable link between reputation and advocacy

Two recent Market Probe studies build on other reputable studies to show a direct business outcome connection between advocacy and corporate reputation and trust, and it is a connection that extends to companies and organizations across B2B and B2C sectors.

One of the key confirming elements of customer advocacy research is the impact on loyalty behavior, positive and negative, of informal brand-related communication sent and received by customers, rather than the traditional ‘push’ messaging engaged in by companies for decades.

• When a company is distrusted, 57% of their customers will believe negative information after hearing it one or two times, compared to 15% who will believe positive information after hearing it one or two times.
• Conversely, when a company is trusted, more than half of their customers will believe positive information after hearing it one or two times, compared to one-quarter who will believe negative information after hearing it once or twice.
• Research results for a high-tech B2B company demonstrate that reputation and image are impacted by customer Advocacy levels, regardless of industry or business type.
• The attributes related to the elements of reputation and image showed strong correlations to how Market Probe’s advocacy segments are defined and how they behave. Those customers who were identified as Advocates gave high scores to banks they felt demonstrated strong reputation and image behaviors

Market Probe understands both the power of enterprise image and reputation and the important linkage of perceived corporate trust and reputation to customer advocacy behavior. Our SHARE+ advocacy research framework and targeted analyses help companies protect and enhance their reputations.

You can download the full white paper from the company website.

View the Market Probe, Inc. listing in GreenBook or visit their website at www.marketprobe.com.