The Effect of Customer-Based Corporate Reputation on Customers' Citizenship Behaviors in Banking Industry

Abstract

The purpose of this study is to investigate the impact of corporate reputation on three dimensions of customer citizenship behaviors including helping other customers, helping the company and positive word-of-mouth. The sample (n = 420) was bank customers in Iran. Structural equation models were used to test eleven hypotheses in the theoretical framework. Confirmatory factor analysis was used to refine the measurement scales and path analysis was used to test the model. The findings show that bank reputation through customer commitment and loyalty has a significant effect on three dimensions of customer citizenship behaviors; but it does not have a direct effect on those three dimensions. Examining the effect of every dimension of corporate reputation on citizenship behaviors, investigating other aspects of loyalty and commitment like behavioral loyalty and calculating commitment as mediator variables and doing this research in other service industry can be considered in future studies. Bank managers should supervise corporate reputation in the society and promote it. Commitment and loyalty building programs should also be regarded. As few studies have attempted to investigate the antecedents of customer outcome variables in terms of customer citizenship behaviors, this study is unique because it is the first study that investigates the effect of customer-based corporate reputation on three dimensions of customer citizenship behaviors.