Corporate Reputation And Its Impact On Customer Citizenship Behavior
Raden Synthia Billqis (a*), Lili Adi Wibowo (b), Heny Hendrayati (b)

a) Sekolah Pascasarjana, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No.229, Isola, Sukasari, Kota Bandung, Jawa Barat 40154, Indonesia
*sbillqis[at]upi.edu
b) Sekolah Pascasarjana, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No.229, Isola, Sukasari, Kota Bandung, Jawa Barat 40154, Indonesia

Abstract

Customer Behavior Citizenship (CCB) is a voluntary behavior of the customers in providing mental and physical input that can improve the efficiency of a company as well as new ideas that can be the source of business strategy. Lack or absence of CCB on customers can make a company slow in evolving in improving services, if left unchecked it will impact even greater. This research was conducted to identify the influence of corporate reputation and its impact on customer citizenship behavior in one of the 4star Hotels in the city of Bandung. The analysis technique used is the path analysis with a sample of 106 respondents. The results showed that the influence of the corporates reputation has a positive and significant influence on the CCB. The dimension of Quality Products and Services has a high score, proving that the performance of the Corporate Reputation has received high appreciation.

Keywords: Corporate Reputation; Customer Citizenship Behavior; Quality Products and Services; Hotel

Topic: Marketing Management