The impact the corporate reputation on customer behavioral intentions

پژوهش نامه مدیریت تحول

Article 2, Volume 6, Spring & summer 2015 - Serial Number 11, September 2015, Pages 29-47   

Document Type: Articles

DOI: 10.22067/pmt.v6i11.44304

Authors

Mehdi Haghighi Kaffash^* ; Saeed Sehat; Mohammad Asnaashari; Mozhgan Farahmand Sabet

Abstract

In this study, we addressed the relationship between corporate reputation and customer behavioral intentions in the Eghtesad Novin bank. For this purpose, we considered the components: trust, identification and commitment as mediator variables that led to formulating 8 hypothesis .The research population was the customers of Eghtesad Novin Bank in Tehran branches who had at least one active account in this bank. We used a questionnaire of 25 questions for data collection. After validity and reliability analysis, these questionnaires were distributed among customers. Collected data was analyzed using factor analysis and structural equations analysis. The results of our study were as the following: the model has a good fit; the corporate reputation has a meaningful relationship with the customer behavioral intentions; and corporate reputation showed to have meaningful relationship with customer behavioral intentions through the following components: identification, trust, and commitment. Based on these results we made several suggestions.

Keywords

Corporate reputation; Customer behavioral intentions; Commitment

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