Description

Based on a comprehensive scale development and validation procedure, the authors find support for a five-dimensional scale to measure customer-based corporate reputation of a service firm: customer orientation, good employer, reliable and financially strong company, product and service quality, and social and environmental responsibility.

Definition

A good employer relates to the customers’ perceptions as to how the company treats employees and that the company is well-managed and has competent employees.

Items

• Looks like a good company to work for. (0.71)
• Seems to treat its people well. (0.70)
• Seems to have excellent leadership. (0.67)
• Has management who seems to pay attention to the needs of its employees. (0.66)
• Seems to have good employees. (0.65)
• Seems to maintain high standards in the way that it treats people. (0.63)
• Seems to be well-managed. (0.59)

Comments

Some items (1, 3, 5, 6, 7) were adapted from a scale by Fombrun et al. (2000). Item 5 seems to measure if the employees are good rather than the employer. The wording of item 7 seems to be too general.

Source

• Walsh & Beatty (2007): Customer-based Corporate Reputation of a Service Firm: Scale Development and Validation. Journal of the Academy of Marketing Science, Vol. 35, No. 1, pp. 127-143.