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

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.

Circular economy, customer citizenship behaviour and firm performance: Some empirical evidence

“…Antecedents of CCB include customer satisfaction, customer commitment and loyalty (Revilla‐Camacho et al, 2015; Van et al, 2016; Van Tonder & Petzer, 2018). Other antecedents are perceived consumer effectiveness and consumer trust (Nguyen & Pervan, 2020), relationship value, relationship quality and relation strength (Balaji, 2014), customer experience (Kim & Choi, 2016) and service environment (Kim et al).…”

A roadmap focused on customer citizenship behavior for fast-food restaurants during COVID-19

“…Numerous studies in the literature suggest that a customer's level of personal loyalty to a service provider has a positive effect on the customer's citizenship behavior (Abdulaziz & Maiyaki, 2018;Anaza & Zhao, 2013;Bove et al, 2009;Hu, Huang, Yan, Liu, & Zhang, 2020;Tung et al, 2017;Van, Chi, Chi, & Quang, 2016). Bartikowski and Walsh (2011) concluded that customer loyalty affects the customer's helping behavior but has no effect on helping other customers.…”

Evaluating Corporate Identity in the Office of Production Business Group in Bangkok through Automotive Business and Real Estate Business

“…A good image in particular of a product and organization will create consumer's confidence in the situation of competition and data comparison (Tafesse, Narui & Korneliussen, 2014) of the product and service. A good image can also reflect the lifestyle as well as the social status of the target group and consumers (Van, Chi, T., Chi, V. & Quang, 2016).…”