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External perception of organisational culture and customer based corporate reputation: the mediating role of transparent communication

Companies that are able to take advantage of good reputation are likely to increase their economic performance by retaining large customer base. While studies have established a direct relationship between organisational culture and corporate reputation, scholars have argued that there is paucity of...

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Main Authors: Yusuf, Nafisa Aminu, Mustaffa, Che Su, Mohamad, Bahtiar
Format: Article
Language:English
Published: Academic Research Publishing Group 2018
Subjects:
PL Languages and literatures of Eastern Asia, Africa, Oceania
Online Access:http://repo.uum.edu.my/26490/1/IJSSR%206%202018%20638%20645.pdf
http://repo.uum.edu.my/26490/
http://doi.org/10.32861/jssr.spi6.638.645
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spelling my.uum.repo.264902019-10-14T00:44:03Z http://repo.uum.edu.my/26490/ External perception of organisational culture and customer based corporate reputation: the mediating role of transparent communication Yusuf, Nafisa Aminu Mustaffa, Che Su Mohamad, Bahtiar PL Languages and literatures of Eastern Asia, Africa, Oceania Companies that are able to take advantage of good reputation are likely to increase their economic performance by retaining large customer base. While studies have established a direct relationship between organisational culture and corporate reputation, scholars have argued that there is paucity of studies that examined external perception of organisational culture (POC) on customer based corporate reputation (CBCR). Similarly, studies have not examined the causal link through which POC influence CBCR. Hence, this present study was conducted to provide additional insight by examining the mediating role of transparent communication (TC) on the relationships between POC and CBCR. The data for this study was collected from 321customers of three major insurance companies (Custodians and Allied Insurance, Mutual Benefits, NEM Insurance PLC) in Nigeria. The study utilized PLS-SEM path modelling with the aid of SmartPLS 2.0 software to test the research hypotheses. The findings revealed that TC plays a competitive mediating role by changing the negative significant relationship between POC and CBCR to significant positive relationship. As such, a competitive mediation was established between POC and CBCR through TC. The study recommended the need for insurance companies to engage in aggressive communication strategy by focusing on transparent communication to foster better insurance awareness with a view to improving their reputation in the eyes of the Nigerian public. Academic Research Publishing Group 2018 Article PeerReviewed application/pdf en cc4_by http://repo.uum.edu.my/26490/1/IJSSR%206%202018%20638%20645.pdf Yusuf, Nafisa Aminu and Mustaffa, Che Su and Mohamad, Bahtiar (2018) External perception of organisational culture and customer based corporate reputation: the mediating role of transparent communication. The Journal of Social Sciences Research (SPI6). pp. 638-645. ISSN 24136670 http://doi.org/10.32861/jssr.spi6.638.645 doi:10.32861/jssr.spi6.638.645
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutional Repository
url_provider http://repo.uum.edu.my/
language English
topic PL Languages and literatures of Eastern Asia, Africa, Oceania
spellingShingle PL Languages and literatures of Eastern Asia, Africa, Oceania
Yusuf, Nafisa Aminu
Mustaffa, Che Su
Mohamad, Bahtiar
External perception of organisational culture and customer based corporate reputation: the mediating role of transparent communication
description Companies that are able to take advantage of good reputation are likely to increase their economic performance by retaining large customer base. While studies have established a direct relationship between organisational culture and corporate reputation, scholars have argued that there is paucity of studies that examined external perception of organisational culture (POC) on customer based corporate reputation (CBCR). Similarly, studies have not examined the causal link through which POC influence CBCR. Hence, this present study was conducted to provide additional insight by examining the mediating role of transparent communication (TC) on the relationships between POC and CBCR. The data for this study was collected from 321customers of three major insurance companies (Custodians and Allied Insurance, Mutual Benefits, NEM Insurance PLC) in Nigeria. The study utilized PLS-SEM path modelling with the aid of SmartPLS 2.0 software to test the research hypotheses. The findings revealed that TC plays a competitive mediating role by changing the negative significant relationship between POC and CBCR to significant positive relationship. As such, a competitive mediation was established between POC and CBCR through TC. The study recommended the need for insurance companies to engage in aggressive communication strategy by focusing on transparent communication to foster better insurance awareness with a view to improving their reputation in the eyes of the Nigerian public.
format Article
author Yusuf, Nafisa Aminu
Mustaffa, Che Su
Mohamad, Bahtiar
author_facet Yusuf, Nafisa Aminu
Mustaffa, Che Su
Mohamad, Bahtiar
author_sort Yusuf, Nafisa Aminu
title External perception of organisational culture and customer based corporate reputation: the mediating role of transparent communication
title_short External perception of organisational culture and customer based corporate reputation: the mediating role of transparent communication
title_full External perception of organisational culture and customer based corporate reputation: the mediating role of transparent communication
title_fullStr External perception of organisational culture and customer based corporate reputation: the mediating role of transparent communication
title_full_unstemmed External perception of organisational culture and customer based corporate reputation: the mediating role of transparent communication
title_sort external perception of organisational culture and customer based corporate reputation: the mediating role of transparent communication
publisher Academic Research Publishing Group
publishDate 2018
url http://repo.uum.edu.my/26490/1/IJSSR%206%202018%20638%20645.pdf
http://repo.uum.edu.my/26490/
http://doi.org/10.32861/jssr.spi6.638.645
_version_ 1648740704707411968
score 13.211869

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