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Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment
Authors:Hean Tat Keh [Author Vitae]
Institution:Department of Marketing, Guanghua School of Management, Peking University, Beijing 100871, PR China
Abstract:How does corporate reputation influence customer behavioral intentions? This article proposes a model with customer trust, customer identification and customer commitment as the key intervening factors between corporate reputation and customer purchase intention and willingness to pay a price premium. We test the model by using data from 351 customers of three Chinese B2B service firms. Results indicate that corporate reputation has positive influence on both customer trust and customer identification. Customer commitment mediates the relationships between the two relational constructs (customer trust and customer identification) and behavioral intentions. Customer identification and customer commitment relate closely, but they are distinct constructs in the B2B setting.
Keywords:Corporate reputation  Customer trust  Customer identification  Customer commitment  Behavioral intentions
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