Objective: In order to understand the strategic importance of reputation, measuring corporate reputation has gained particular importance; although researchers have proposed several dimensions for measuring corporate reputation, the relationship between these dimensions and antecedents and consequences is not clearly defined, and in this study, researchers seek to achieve this in the banking industry, and specifically in retail banking.
Method: The statistical population of the study is the customers of Sepah, Tose Tawon, Tejarat, Mellat, Saderat, Pasargad, Parsian, Saman and Eqtesad Novin banks in Tehran, which were evaluated based on the cluster sampling method in Tehran, in which the stratified sampling method was used in each cluster and the non-probability sampling method was used in each of the classes. Finally, 318 questionnaires were collected. In order to analyze the data, considering the non-normality of the data, the structural equation modeling method and Smart PLS software were used.
Results: The results show that in the antecedents, satisfaction has a positive and significant effect on trust, and trust has a positive and significant effect on the 5 dimensions that constitute reputation. Also, in the consequences, only 2 variables, customer orientation and service quality, have a positive and significant effect on loyalty, and loyalty has a positive and significant effect on word-of-mouth advertising. According to the results, the antecedent variables have the greatest impact on the service quality dimension of the reputation variable, and in the consequences section, the customer orientation dimension of the reputation variable has the greatest impact on the consequences variables.
Conclusions: According to the results of the present study, bank reputation includes two dimensions of service quality and customer orientation, which, relying on the source-based and signaling theory, can be a basis for a formative/reflective approach to this phenomenon in future research, because the identification of this approach can contribute significantly to the development of theoretical literature in this field.