ABSTRACT. The present work focuses on identifiying the different dimensions of corporate behaviour so as to relate the to companies' perceived images and client loyalty. The literatura dealing with corporate image was reviewed and a series of contrasting hypotheses proposed within the telecommunications' sector. This was tested by using and ordered probit model to see how a telecommunications' company was evaluated by its client companies in terms of positively influencing perceptions about services, prices, personal attention and corporate strategy. Some of these variables lost their power to explain the above when included in a model of intention to change service provider, all factors related to service and price assuming special protagonism. Care must therefore be taken with such elements so that any company client loyalty strategy will work. Two different but comparable models were applied for determining those factors having the greatest weight in each case, as well as the existence of possible differences between factors determining image and loyalty towards services.

RESUMEN. El presente trabajo se centra en la identificación de diversas dimensiones de comportamiento corporativo, para ponerlas posteriormente en relación con la imagen percibida de las empresas y la lealtad hacia las mismas. Mediante un modelo probit ordenado se comprueba que en la valoración de una compañía de telecomunicaciones por parte de sus empresas clientes influyen positivamente las percepciones sobre el servicio, el precio, la atención personal y la estrategia corporativa. Ahora bien, algunas de estas variables pierden capacidad explicativa cuando se incluyen en un modelo de intención de cambio de operador. En este caso, todo lo relacionado con el servicio y el precio cobra especial protagonismo, por lo que estos elementos deben cuidarse especialmente para que funcione cualquier estrategia de fidelización de clientes empresariales.