Reputation and intentions: The role of satisfaction, identification, and commitment

This study proposes and tests a model that examines three relationship quality constructs as intervening factors between corporate reputation and behavioral intentions. Data were collected from Chinese guests of six different hotels over an eight-week period. The initial results showed that overall customer satisfaction significantly impacted customer-company identification, customer commitment, repurchase intentions, and word-of-mouth intentions. Customer-company identification had a positive influence on customer commitment and word-of-mouth intentions. Customer commitment significantly influenced repurchase intentions. Due to Type I error rate concerns, the Bonferroni-type procedure was applied. Bootstrap analysis and the Bonferroni-adjusted alpha level were utilized, which resulted in the removal of the customer-company identification construct. The updated findings confirm that corporate reputation had a positive influence on customer satisfaction and commitment. Customer satisfaction significantly impacted customer commitment, repurchase intentions, and word-of-mouth intentions. The findings add to our understanding of how corporate reputation contributes to relationship building.