Investigating the Relationship between Corporate Reputation and Customer Behavioral Intentions through Roles of Customer Trust, Customer Commitment and Customer Recognition (Case Study: Iran Insurance Company in Iran, Isfahan City)

Abstract

Current study entitled Investigating therelationship between corporate reputation and customer behavioral intentions through roles of customer trust, customer commitment and customer investigates the role of corporate reputation in purchase intention and tendency to pay premiums regarding variables such as trust, commitment and recognition of customers of Iran Insurance Company in Iran, Isfahan city. In this study regarding the proposed model there is a main hypothesis (which investigates the significance of the impact of corporate reputation on customer behavioral intentions) and there are eleven lateral hypotheses (which investigate the significance of the impact of corporate reputation on customer trust, customer recognition, the impact of customer trust on customer recognition, purchase intention and tendency to pay premiums, the impact of customer recognition on purchase intention and tendency to pay premiums, the impact of customer commitment as a mediator between customer recognition on purchase intention and tendency to pay premiums). This study, from the purpose point of view can be considered as an applicable study and survey in terms of method of execution with correlation approach. Study'sstatistical sample consists of 230car body insurers of Iran Insurance Company in Isfahan city. Collecting the required data in this study were carried out by questionnaire which its reliability was calculated by Cronbach'sAlpha index of 97%. The questions of questionnaire are divided into demographic and main questions for testing hypotheses. From the 274 distributed