IDEAS home Printed from https://ideas.repec.org/a/ibn/ijbmjn/v11y2016i9p298.html
   My bibliography  Save this article

The Relationship between Customer-Based Corporate Reputation and Customer Citizenship Behavior: The Case in Vietnam

Author

Listed:
  • Nguyen Thi Van
  • Tran Thi Hue Chi
  • Vu Thi Mai Chi
  • Ngo Van Quang

Abstract

A good corporate reputation is properties, images, brand of a company that customers of such company can wish for others to join them, therefore the supporting of accompany to build a strong reputation through discretionary, voluntary behaviors of customers is considered to be capable of helping customers to achieve a higher level of awareness about themselves and their social prestige. Positive effect of corporate reputation on customer outcome variables such as customer satisfaction and loyalty, etc. have been recognized in a lot of literatures. Respondents were customers who came to and used services of the retailing, haircut store or beauty salon in Ho Chi Minh city, Vietnam. We also collected 44 questionnaires to do Pretest before conducting the final test in which 490 out of 600 questionnaires are validated to run statistics. Besides, convenient sampling is used for this study. This result showed that customer-based corporate reputation directly affect customer satisfaction, customer commitment, customer loyalty and customer satisfaction, customer commitment and loyalty directly affect CCB. This research also indicated CBR positive influences on CCB. To find out the antecedents of CCBs is obviously important for managers or employers of firm’s service because it is also the key to success, for the customer retention, maintain and enhance customer loyalty. That is also an interesting research, which provides ideas on new service industry in Vietnam and developing countries.

Suggested Citation

  • Nguyen Thi Van & Tran Thi Hue Chi & Vu Thi Mai Chi & Ngo Van Quang, 2016. "The Relationship between Customer-Based Corporate Reputation and Customer Citizenship Behavior: The Case in Vietnam," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(9), pages 298-298, August.
    • Handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:9:p:298
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/download/61819/33490
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/view/61819
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Beatty, Sharon E. & Homer, Pamela & Kahle, Lynn R., 1988. "The involvement--commitment model: Theory and implications," Journal of Business Research, Elsevier, vol. 16(2), pages 149-167, March.
    2. Manfred Schwaiger, 2004. "Components And Parameters Of Corporate Reputation – An Empirical Study," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 56(1), pages 46-71, January.
    3. Gruen, Thomas W., 1995. "The outcome set of relationship marketing in consumer markets," International Business Review, Elsevier, vol. 4(4), pages 447-469.
    4. Matzler, Kurt & Renzl, Birgit & Müller, Julia & Herting, Stephan & Mooradian, Todd A., 2008. "Personality traits and knowledge sharing," Journal of Economic Psychology, Elsevier, vol. 29(3), pages 301-313, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. İsmail Gökhan Cintamür, 2023. "Linking Customer Justice Perception, Customer Support Perception, and Customer Citizenship Behavior to Corporate Reputation: Evidence from the Airline Industry," Corporate Reputation Review, Palgrave Macmillan, vol. 26(2), pages 111-132, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Martens,Hilda & Odekerken- Schröder,Gaby & Bloemer,Josée, 2002. "The Psychology Behind Commitment And Loyalty - An Empirical Study In A Bank Setting," Research Memorandum 076, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    2. Odekerken-Schroder, Gaby & De Wulf, Kristof & Schumacher, Patrick, 2003. "Strengthening outcomes of retailer-consumer relationships: The dual impact of relationship marketing tactics and consumer personality," Journal of Business Research, Elsevier, vol. 56(3), pages 177-190, March.
    3. Inwon Kang & Deokhee Cheon & Matthew Shin, 2011. "Advertising strategy for outbound travel services," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 361-380, December.
    4. Albersmeier, F. & Spiller, A., 2010. "Die Reputation der Fleischwirtschaft in der Gesellschaft: Eine Kausalanalyse," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 45, March.
    5. Baoliang Hu & Wei Huang & Shuai Yan & Guang Liu & Tao Zhang, 2020. "Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    6. Qu, Hailin & Lee, Haeyoung, 2011. "Travelers’ social identification and membership behaviors in online travel community," Tourism Management, Elsevier, vol. 32(6), pages 1262-1270.
    7. Sarstedt, Marko & Wilczynski, Petra & Melewar, T.C., 2013. "Measuring reputation in global markets—A comparison of reputation measures’ convergent and criterion validities," Journal of World Business, Elsevier, vol. 48(3), pages 329-339.
    8. Benjamin Pfister & Manfred Schwaiger & Tobias Morath, 2020. "Corporate reputation and the future cost of equity," Business Research, Springer;German Academic Association for Business Research, vol. 13(1), pages 343-384, April.
    9. Sascha Raithel & Manfred Schwaiger, 2015. "The effects of corporate reputation perceptions of the general public on shareholder value," Strategic Management Journal, Wiley Blackwell, vol. 36(6), pages 945-956, June.
    10. José-Ramón Segarra-Moliner & Miguel-Ángel Moliner-Tena, 2024. "Engaging in customer citizenship behaviours to predict customer lifetime value," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 307-320, June.
    11. Saeidi, Sayedeh Parastoo & Sofian, Saudah & Saeidi, Parvaneh & Saeidi, Sayyedeh Parisa & Saaeidi, Seyyed Alireza, 2015. "How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction," Journal of Business Research, Elsevier, vol. 68(2), pages 341-350.
    12. Huang, Liyuan & Gursoy, Dogan & Xu, Honggang, 2014. "Impact of personality traits and involvement on prior knowledge," Annals of Tourism Research, Elsevier, vol. 48(C), pages 42-57.
    13. Pedro Julián Ramírez Angulo & Edison Jair Duque Oliva, 2013. "Involucramiento de producto y lealtad de marca para productos de consumo masivo en Bogotá D.C," Estudios Gerenciales, Universidad Icesi, September.
    14. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.
    15. Archita Pal Choudhury & Amit Kundu & Dev Narayan Sarkar & Arabinda Bhattacharya, 2023. "Practitioners’ perspectives on the marketing strategies in Indian banking sector: a framework for strategy formulation," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 146-177, March.
    16. P. Van Kenhove & K. De Wulf & D. Van Den Poelt, 2003. "Does Attitudinal Commitment to Stores Always Lead to Behavioral Loyalty? The Moderating Effect of Age," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/168, Ghent University, Faculty of Economics and Business Administration.
    17. Kick, Markus & Littich, Martina, 2015. "Brand and Reputation as Quality Signals on Regulated Markets," EconStor Preprints 182503, ZBW - Leibniz Information Centre for Economics.
    18. Xitong Li & Jörn Grahl & Oliver Hinz, 2022. "How Do Recommender Systems Lead to Consumer Purchases? A Causal Mediation Analysis of a Field Experiment," Information Systems Research, INFORMS, vol. 33(2), pages 620-637, June.
    19. Trong Tuan Luu, 2019. "CSR and Customer Value Co-creation Behavior: The Moderation Mechanisms of Servant Leadership and Relationship Marketing Orientation," Journal of Business Ethics, Springer, vol. 155(2), pages 379-398, March.
    20. Nadine Gatzert & Joan T. Schmit & Andreas Kolb, 2016. "Assessing the Risks of Insuring Reputation Risk," Journal of Risk & Insurance, The American Risk and Insurance Association, vol. 83(3), pages 641-679, September.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:9:p:298. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.