Measuring customer based corporate reputation in banking industry
| Autor: | Cenk Arsun Yüksel, İsmail Gökhan Cintamür |
|---|---|
| Rok vydání: | 2018 |
| Předmět: |
Marketing
Measure (data warehouse) Knowledge management business.industry 05 social sciences Scale development Service provider Outcome (game theory) Banking industry Corporate reputation Customer orientation Scale (social sciences) 0502 economics and business 050211 marketing Business 050203 business & management |
| Zdroj: | International Journal of Bank Marketing. 36:1414-1436 |
| ISSN: | 0265-2323 |
| Popis: | Purpose The purpose of this paper is to develop and validate a reliable and valid alternative scale to measure customer-based corporate reputation (CBCR) specific to the banking industry only, where high risks and uncertainties of choosing a service provider exist. Design/methodology/approach Both qualitative and quantitative methods were employed to develop and validate an alternative scale to measure CBCR in the banking industry. Following Churchill’s (1979) paradigm and other prominent scale development studies, a scale development procedure was generated, which consists of three main stages: scale generation and initial purification, scale refinement and scale validation. Findings As a consequence of the current study, a reliable and valid multidimensional scale was obtained, consisting of 20 items and four dimensions to measure CBCR in banking industry: financial performance and financially strong company, customer orientation, social and environmental responsibility and trust. Practical implications This study provides insight to managers to comprehend and manage their CBCR. Since this study has empirically demonstrated that the four dimensions of the CBCR are associated with the five important customer outcome variables, the study provides further support toward the importance of corporate reputation in strategic marketing decisions in the banking industry. Originality/value Numerous different disciplines have focused on corporate reputation measurement by adapting different perspectives and approaches. However, a reliable and valid measurement tool has been proposed here to evaluate corporate reputation from customers’ perspective specific to banking industry. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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