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)

Fariddeddin Allameh Haery, Hassan Ghorbani and Bahram Zamani

International Journal of Academic Research in Business and Social Sciences, 2014, vol. 4, issue 4, 470-484

Abstract: Current study entitled "Investigating therelationship between corporate reputation and customer behavioral intentions through roles of customer trust, customer commitment and customer recognition" 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 questionnaires 230 were back (rate of return=84%) and used to analyze data. Collected data were analyzed by SPSS and AMOS softwares through two levels of statistical tests: descriptive level which involves frequency, percentage, cumulative percentage, mean and standard deviation and perceptive level which involves t-test, ANOVA, nonparametric test of Kolmogorov-Smirnov and nonparametric test of Friedman. According to the Study findings all of hypotheses were supported. Results of study also showed that 7th lateral hypothesis with the path coefficient of 0.81 has the most importance and the 9th lateral hypothesis with the path coefficient of 0.21 has the least importance among other hypotheses. Therefore, corporate reputation has a significant effect on customer behavioral intentions.

Keywords: Corporate reputation; Customer behavioral intentions; Customer trust; Customer commitment; Customer recognition; Purchase intention; tendency to pay premiums (search for similar items in EconPapers)
Date: 2014
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