Determining the Relationship between Organizational Reputation and Citizen's Behavioral Intentions (Case: Bank Shahr Customers)

Organizational reputation is an intangible asset and is one of the most important and vital elements for the survival of the organization. The purpose of this study was to investigate the role of organizational reputation in the formation of citizens’ behavioral habits. This research is descriptive-correlational study that investigates the behavioral habits of citizens based on the variable of organizational reputation. The statistical population consisted of Bank Shahr customers in Tehran city. 318 people were selected by simple random sampling. In order to measure organizational reputation, the standard questionnaire of organizational loyalty, Luoma-aho (2008) with 28 questions and in five dimensions of authority, respect, trust, efficiency, and relational services and to measure behavioral intentions of customers, the eight-item questionnaire of (Zhu and Hung 2012) were used. The reliability of organizational reputation questionnaire with Cronbach’s alpha coefficient of 0.81 and customer behavioral intention questionnaire with 0.78 were confirmed. Descriptive analysis and data analysis were performed using Pearson correlation coefficient and stepwise regression analysis methods. The results of this study indicate that there is a significant relationship between organizational reputation and its five dimensions with behavioral intentions of Bank Shahr customers. Among five dimensions of organizational reputation, two dimensions of services and respect can predict the behavioral intentions of Bank Shahr customers.