How Does Reputation Win Trust? A Customer-Based Mediation Analysis

摘要

This study investigates the relationship between customer-based corporate reputation (CBR) and customer trust, in particular, the mediating role of customer perceived risk in this relationship. We propose and test a model comprising of four components: cognitive CBR, affective CBR, customer perceived risk and customer trust using a sample of 156 customers from the fast-food services industry in Pakistan. The results suggest that the cognitive and affective dimensions of CBR behave differently in developing customer trust. Affective CBR has a direct positive relationship with customer trust; whereas, customer perceived risk and affective CBR mediate the relationship between cognitive CBR and customer trust. Implications for research and practice are proposed based on the study results.