Measuring the Impact of Customer Commitment on Behavioral Intentions: The Mediator Role of Corporate Reputation

Abstract

This study seeking to investigate the effect commitment the customer on   behavioral intentions In light of the mediator role of the reputation of the organization. A sample of (525) customers was selected   from Asia Cell Company Telecom wireless in Iraq. It relies on the customers data was analyzed via statistical methods (mean, standard deviation, Cronbach's alpha) in a structural equation modeling and multiple hierarchical analysis. The results of the study showed that emotional commitment is the most influential dimension that motivates customers to spread word of mouth advertising Intention to stay, willingness to pay a premium .The company's reputation can reinforce the relationship between customer commitment and behavioral intentions. The study recommended to improve relationship company with customers whose have ready and intention to perpetuate relationship with company from during use programs analysis profitability the customer and find out a class all customer from purchases company, and interest with a reputation especially by this company and retention them because they are head the money my customers for this company.