THE IMPORTANCE OF CORPORATE REPUTATION OF A MEXICAN PACKAGING PRODUCER IN BUILDING CUSTOMER RETENTION

The purpose of this study is to explore the factors that determine the link between a corporate reputation and customer retention. It was found that in previous researches financial analysts, competitors, customers and employees are the most common stakeholders included in the corporate reputation studies. Nevertheless, the present approach incorporates the former customers' perspective as a crucial element, by capturing their experience, their reasons for leaving and the present image that they hold related to the particular Mexican packaging supplier featured. Hence, a review of the specific concepts and closer relationships such as corporate image linking to customer loyalty was taken as a reference to build a particular outcome in this case study.