Effects of Reputation, Relational Satisfaction, and Customer–Company Identification on Positive Word-of-Mouth Intentions

By combining the growing body of knowledge on organizational reputation and organization—public relationships with insights from marketing literature on customer–company identification, this study develops and tests models of customers' positive word-of-mouth (WOM) intentions. Specifically, this study examines the effects of organizational reputation and relational satisfaction on customers' positive WOM intentions, and the critical mediation role of customer–company identification in such effects. The proposed models illustrate tenable data-model fits, and the results indicate that organizational reputation and relational satisfaction predict customers' positive WOM intentions. More important, customer–company identification mediates the influence of organizational reputation on positive WOM intentions. The findings of this study suggest that, to promote customers' positive WOM intentions, companies need to obtain a favorable reputation held by customers and cultivate a satisfactory relationship with customers, while fostering customer–company identification.