Examining The Impact Of Organizational Reputation On Customer Commitment: Evidence From E-Retail Customers In Saudi Arabia

Abstract

The purpose of this study is to investigate the relationship between organizational reputation and customer commitment. The most researchers studied organizational reputation through six dimensions: product quality, vision and leadership, workplace environment, corporate social responsibility, financial performance, and customer orientation. In addition, they studied customer commitment through three dimensions: affective commitment, continuance commitment and normative commitment. Therefore, this research will rely on these dimensions.  Using a sample of 377 customers, data were collected via an online survey and analysed by applying multiple regression through SPSS software. The results of this study indicate that there is a significant positive correlation between organizational reputation dimensions and customer commitment dimensions. Also, it indicates that there is a significant effect of organizational reputation dimensions on customer commitment dimensions. Furthermore, it shows that there are significant differences in customer perception of organizational reputation and customer commitment according to demographic characteristics (gender and income).