The impact the corporate reputation on customer behavioral intentions (Case of: Eghtesad Novin Bank)

In this study, we addressed the relationship between corporate reputation and customerbehavioral intentions in the Eghtesad Novin bank. For this purpose, we considered thecomponents: trust, identification and commitment as mediator variables that led toformulating 8 hypothesis. The research population was the customers of Eghtesad NovinBank in Tehran branches who had at least one active account in this bank. We used aquestionnaire of 25 questions for data collection. After validity and reliability analysis,these questionnaires were distributed among customers. Collected data was analyzed usingfactor analysis and structural equations analysis. The results of our study were as thefollowing: the model has a good fit; the corporate reputation has a meaningful relationshipwith the customer behavioral intentions; and corporate reputation showed to havemeaningful relationship with customer behavioral intentions through the followingcomponents: identification, trust, and commitment. Based on these results we made severalsuggestions.