Corporate Reputation and Performance of Telecommunication Companies in Enugu State, Nigeria

Anekwe Rita Ifeoma,Nwanah Chizoba Patient,Ndubuisi- Okolo Purity

doi:10.6007/ijarbss/v11-i4/9734

Anekwe Rita Ifeoma, Nwanah Chizoba Patient + Show 1 more

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https://doi.org/10.6007/ijarbss/v11-i4/9734

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Abstract

The study x-rayed the effect of corporate reputation on performance of telecommunication companies in Enugu state, Nigeria but specifically accessed the relationship between managerial reputation and employee retention and the relationship between product/service reputation and customer satisfaction. The study was anchored on resource-based theory by barney (1991). A correlation research design was adopted to ascertain the relationship between dependent and independent variables. The sample size of 121 was obtained using the Taro Yamane formula from the total population of 176. Pearson product-moment correlation coefficient was utilized to test the hypotheses. The result reveals that there is a significant positive relationship between managerial reputation and employee retention. The study, therefore, recommended that the organization should build a strong managerial reputation among its stakeholders and current and potential employees to attract good job candidates and ensure retention of employees.

Highlights

Background of the StudyCorporate reputation has been subjected to series of scholarly studies in management and allied social science research
Objectives of the Study The study explores the effect of corporate reputation on organizational performance of telecommunication firms in Enugu state, but seeks to: 1)Investigate the relationship between managerial reputation and employee retention 2)Ascertain the relationship between product/service reputation and customer satisfaction
Research Questions 1)What is the relationship between managerial reputation and employee retention? 2)What is the nature of the relationship between product/service reputation and customer satisfaction?

Summary

Introduction

Background of the StudyCorporate reputation has been subjected to series of scholarly studies in management and allied social science research. Many scholars and professionals posit that the reputation of an organization remains its critical point of appeal to different stakeholders, its personality and social esteem, its most important asset, the content of its character, as well as its current realities as a consequence generated from its past actions It is generally held by scholars and professionals that corporate reputation constitutes the nucleus intangible properties that define how an organization will fare in a competitive market (Adoro & Eguruhin, 2000), the quality of support it gets from its stakeholders during a crisis (Domen, 2003), Its foray into new market or industry (Allen-Bach, 2000) and most importantly, the quality of talents it attracts and retains over a long period. Research evidence shows that corporate reputation has significant implications on a variety of organizational and business issues including costs (Deephouse, 2000) and pricing policies (Rindova et al, 2005)

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