دانلود رایگان مقاله انگلیسی اندازه گیری مشتری مبتنی بر اعتبار شرکت ها در صنعت بانکی - امرالد 2018

Abstract

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.

6. Conclusion

Numerous different disciplines have focused on corporate reputation measurement by adapting different perspectives and approaches. As a consequence of this variety, there are numerous views related to which stakeholder groups should be considered when corporate reputation is being examined. Employee-based reputation, public-based reputation, investor-based reputation and customer-based reputation appear in these different views (Shamma, 2012, p. 159). We have proposed here a reliable and valid measurement tool to evaluate corporate reputation from customers’ perspective specific to banking industry. Through developing and validating a CBCR scale specific to banking industry in the context of developing country, and demonstrating that there are significant relationships between important customer outcome variables and reputation, we have contributed theoretical and methodological issues relating to corporate reputation measurement. Our scale is suitable for collecting data relating to current reputation level of a bank in the eye of customers as well as making periodic measurements to evaluate improvements in reputation level. Thus, it is possible to use our scale as a somewhat diagnostic measurement tool in reputation management. Moreover, if managers periodically use our scale to measure both their own and other banks’ reputation and use these measurements in comparing reputation levels, than our scale serves as a benchmarking tool in reputation management.