Document Type : Articles
Authors
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
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- Sarvy, H. H. (2007). Of the effect value variables on willingness to buy and environmental responsibility, MS Thesis, Shahid Beheshti University (in Persian).
- Shamshiri abrandabadi, H. (2000). Measuring the effectiveness of commercial banks on the consumers psychological and behavioral responses of banks services and offered optimal strategies, MS Thesis, Tehran University (in Persian).
- Solomon, R. M. (1992). Consumer behavior: buying, Having and being, ISBN. 0-205.
- Stair, C. (2006). The nature of corporate reputation and measurement of reputation components, Corporate Communication, 11(1), 55-65.
- Tom, B. J. et al., (2006). Indentity, indtended image, construed, image, and reputation: an interdisciplinary framework and suggested jerminology, Journal of The Accademy of Marketing Science, 321(2).
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- Waddock, S. (2000). The multiple bottom lines of corporate citizenship, social investing, reputation, and responsibility and its, Business and Socity Review, 105(3), 323-345.
- Wartick, S. L. (2002). Measuring corporate reputation, Business and Society
Review, 105(3), 48-51.
- Whetten, D. A. (1997). Theory development and the study of corporate reputation, Corporate Reputation Review, 1(1/2), 26-34.
- William, B. O.; Thomas, I. N., & Raymond, L. W. (2001). Marketing principels, perspectives, Mc Graw, Second edition.
Zeithaml, V. A.; Berry, L. L., & Parasuraman, A. (1996). The behavioural consequences of service quality, Journal of Marketing, 60(25), 31-46.
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