The Study, Based On The Perspective Of Consumer Reputation Of Store Reputation And Performance Relationship

From the resource-based view, to the companies in different systems or patterns, a same kind of resource will have different influences. So it has different meaning to different companies. Corporate reputation is a kind of strategic resource, it's necessary to analyze its influence to different kind of companies, especially the companies in a same industry.Based on the theoretic research, this research used many methods to discover the driven factors and structure factors of retail mall's reputation from the customer's view. This research came to many conclusions as follows.(1) The reputation of the retail malls is constructed by two scales, the sensibility scale and the cognitive scale. Five factors, quality, category, mall credit standing, response ability, social responsibility and traffic convenience significantly influence the sensibility scale. While, different from the results of former research, the price, advertisement, shopping environment, mall ability and industry status have no remarkable driven force on the sensibility scale.To the cognitive scale, nice factors, quality, category, mall credit standing, response ability, social responsibility, advertisement, shopping environment, mall ability and industry status do remarkably influence the cognitive scale.(2) The malls' reputation from the customers' review, does significantly influence the customer value contribution level. While, the sensibility scale has more significant effect than the cognitive scale. That means, quality, category, mall credit standing, response ability are relatively more important than other factors.(3) From the review of the malls' reputation, the specialized markets and the chain malls do perform differently. On the mall credit standing, ability and other factors, the chain mall performs much better. While on the category and industry status factors, the specialized market performs much better.(4) This research also approved that to different malls, the effect of the reputation to the customer's value contribution level differs accordingly. To the specialized markets, the sensibility scale is much powerful, while to the chain malls, it differs to the different scale of the customer's value contribution level.