When looking at the whole sequence of paths between service quality, the two reputations, satisfaction and commitment in the SEM models of the study, role-based reputation seems to have a more limited role in influencing satisfaction and commitment and does so via character-based reputation and thus indirectly. Corporate character-based reputation appears to be the terminal of the reputation formation process and that aspect which influences both satisfaction and commitment directly. Further corporate character-based reputation also plays a more significant role because service quality impacts satisfaction and commitment only via corporate character-based reputation. This suggests that the affective aspects of corporate reputation play a dominant role in the minds of customers.