Hugo asked in 教育與參考考試 · 1 decade ago



Investigating mediators between corporate reputation and customer citizenship behaviors

Recent corporate reputation research focuses on customers as an important stakeholder group for whom

firm reputation matters. The authors hypothesize that customer-based corporate reputation (CBR) may

affect customer citizenship behaviors (CCB) and that both commitment and loyalty mediate the CBR–CCB

relationship. The tests of the hypotheses use a sample of 583 service customers who evaluate the reputation

of service firms. These results suggest that commitment and loyalty mediate the relationship between CBR

and one type of CCB, that is, helping the company. The authors discuss the implications for marketing

research and practice.

1. Introduction

Research into the causal relationships between corporate reputation and customer-outcome variables remains incomplete. Despite agreement that positive perceptions of a firm's reputation relate positively to customer satisfaction, trust, loyalty, and word-of-mouth behavior (e.g., Oliver and DeSarbo, 1988; Roberts and Dowling, 2002; Walsh et al., 2009), the way in which corporate reputation affects downstream variables, in terms of customers' discretionary behaviors, is not clear. Customers patronizing highly reputed firms tend to be more loyal and more committed (Sung and Yang, 2008; Walsh et al., 2009). These customers may also support highly reputed organizations with various voluntary, extra-role behaviors, such as helping other customers improve the service delivery or providing valuable feedback to the company. Such customer citizenship behaviors (CCB) increasingly appear conductive to effective organizational functioning (e.g., Bove et al., 2009; Gouthier and Schmid,2003; Groth, 2005; Singh, 2000) and thus seem especially relevant to service firms, which cannot achieve significant productivity gains through capital substitution (Oliva and Sterman, 2001).



1 Answer

  • Anonymous
    1 decade ago
    Favorite Answer

    在公司名譽和顧客公民身份行為之間的調查的斡旋人 最近公司名譽研究集中于顧客作為的一個重要賭金保管人小組牢固的名譽事态。 作者假設基於顧客的公司名譽(CBR)可以影響顧客公民身份行為(CCB),並且那承諾和忠誠斡旋CBR-CCB 關係。 假說的測試使用評估名譽583名服務顧客的抽样 服务性企业。 這些結果建議承諾和忠誠斡旋CBR之间的關係並且CCB的一種类型,即,幫助公司。 作者談論行銷的涵義研究和實踐。 1. 介紹研究到公司名譽和顧客結果可變物之间的原因關係里依然是殘缺不全。 儘管那的協議firm'的正面悟性; s名譽與用户满意、信任、忠誠和口頭表達行為肯定地关连(即,腳踏鐵槌和DeSarbo 1988年; 羅伯特和Dowling 2002年; Walsh等, 2009),公司名譽影響順流可變物的方式,根據customers' 任意行為,不是清楚的。 光顧高度馳名的企業的顧客倾向于更加忠誠和做(唱歌和楊2008年; Walsh等, 2009)。 這些顧客也許也支持高度與各種各樣的義務的馳名的组织,額外角色行為,例如幫助其他顧客改进送货服务或提供可貴的反饋給公司。 這样顧客公民身份行為(CCB)越來越看上去導電性對有效組織起作用(即,等Bove, 2009年; Gouthier和Schmid 2003年; Groth 2005年; Singh 2000)和因而似乎特别相關與服务性企业,不可能通过資本代替達到重大生產力獲取(Oliva和Sterman 2001)。



    Source(s): yahoo字典
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