Studying the impact of perceived corporate reputation on commitment and loyalty headed for customer citizenship behaviours in Telecom companies

Abstract

The purpose of this study is to investigate the impact of perceived corporate reputation on two dimensions of customer citizenship behaviours including helping the company and helping other customers. The sample (n=380) was telecom customers in India. Structural equation model was used to test six hypotheses. The findings show that telecom provider’s reputation through customer commitment and loyalty has significant impact on customer discretionary behaviours. Investigating other aspects of commitment and loyalty as mediator variables and doing this research in other industry (B2B or B2C) can be considered in future studies. Telecom managers should do all possible actions in his power to build positive perception about telecom corporate in the eyes of customers and society. Loyalty building programs should also be conducted regularly.