A Study Of The Relationship Between Corporate Reputation And Customer Citizenship Behavior In Vietnam

Vietnam had joined TPP from January 1st,2015,foreign retailers will be allowed to set up 100%foreign investment in Vietnam,which means that the retail market will be completely opened to foreign investors.The integration and modernization of Vietnam's retail environment,key to opening up the sectors Health&beauty retailing in Vietnam to wider competition.Vietnam's beauty industry are expanding in the country's major urban centers(Hanoi and accounts for the majority,almost 76%of new businesses established(Van,Chi&Quang,2016).Within service companies,customers are often viewed as "partial employees",who participate in the process of creating services(Schneider and Bowen,1993)through the application of their knowledge and skills.Such participation could be in the form of Customer in-role behavior or Customer Extra-role behavior(Bettencourt and Brown,1997).These behavior can positively affect the performance of service workers,the organization,and even other consumers,and generally help to create a desirable setting for the parties in a service encounter,in addition this effectiveness of customer participation is provides the firm with a potential source of competitive advantage(Paine and Organ,2000).Several authors suggest that companies with a good reputation have a competitive advantage and are likely to attract more customers(Gotsi and Wilson 2001;Groenland 2002).Positive effect of corporate reputation on customer outcome variables such as customer commitment and loyalty,etc.have been recognized in a lot of literatures.This study will examine the relationship between customer-based corporate reputation and customer citizenship behavior.The framework includes customer-based corporate reputation,customer satisfaction,customer commitment,customer loyalty and customer citizenship behavior.The two major research methods,qualitative and quantitative research are focused,specifically;the research process has three stages:Stage 1:Based on theory and the related results mentioned the above,qualitative research method was used for group discussing and leading experts consultating to select the variables and observed variable groups.Stage 2:In this study,survey is used as a data collection method.As we mentioned before,the main goal of this research is to test the relationship between CBR and CCB from customer's point of view.Sample was taken conveniently from customers were who evaluate the reputation of service firms in Vietnam.We distributed the questionnaires to 50 beauty service firm in HCMC and Hanoi area from 1st September to 30th September,2015.The research model includes 5 scales,44 observed variables(questionnaires),using 5-point Likert scale(Likert scale with a 5-point).This study used AMOS 21.0 as the software of package for SEM solution.Besides,SPSS 20.0 was utilized for descriptive statistics and exploratory factor analyses(EFA),Confirmatory factor analyses(CFA).Stage 3:We used quantitative method to analyze the collected data.The results are demonstrated by tables,figures and boxes.To empirically test,the theoretical framework proposed after reviewing relevant literatures,Structural Equation Modeling(SEM)was applied.(Kline R.B,1998).This result showed that customer-based corporate reputation directly effect customer satisfaction,customer commitment and loyalty.This research also indicated customer-based corporate reputation positive influences on customer citizenship behavior in both direct and indirect way.To find out the antecedents of CCBs is obviously important for managers or employers of Vietnamese firms service because it is also the key to success,for the customers retention,maintain and enhance customer loyalty.In addition,it is necessary for firms define appropriate corporate reputation activities,building and maintain brand of firm in order to enhance service quality firm,customer orientation to obtain customer's affective responses of corporate reputation.Cognitive dimension of corporate reputation can be achieved through satisfaction,commitment and loyalty of customers.However,limitations of the study are obvious.Finally,discussion,suggestion and tendency for future researches are discussed.