Impact of Corporate Reputation on Customers’ Sustainable Usage Intention: The Mediating Role of Satisfaction ()
ABSTRACT
This study develops and empirically tests a
conceptual model that investigates the intervening impact of satisfaction on
the relationship between corporate reputation and customers’ sustained usage
intention. The study followed a convenient sampling procedure for data collection.
A PLS-SEM (Partial least square-structural equation modelling) was used as a
statistical technique to analyze data and to
test the hypothesis of the study through SmartPLS 4.0. The statistical output
shows that corporate reputation had a significant impact and relationship with
customer satisfaction. Customer satisfaction is a significant antecedent of
customers’ sustained usage intention. The findings revealed that corporate
reputation had no direct and significant effect on customers’ sustained
usage intention but had an indirect influence on it in the presence of satisfaction. The inferential analysis
demonstrated that satisfaction fully mediates the relationship between
corporate reputation and customers’ sustainable usage intention. This study contributes
to the existing body of knowledge on corporate reputation and customers’
sustained usage intention of MFS literature in similar economies. The findings
of the study will be useful for the MFS providers for developing
strategic planning on the sustainability of customers’ usage decisions and
enhancing positive corporate reputation.
Share and Cite:
Uddin, M. and Nasrin, S. (2024) Impact of Corporate Reputation on Customers’ Sustainable Usage Intention: The Mediating Role of Satisfaction.
Open Journal of Business and Management,
12, 191-209. doi:
10.4236/ojbm.2024.121014.
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