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

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  • 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
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    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.

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    JEL classification:

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

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