The impact of customer orientation, service quality, and organization reputation: A case study of a bank in China

This research explores the relationship among customer orientation, service quality, organization reputation, and purchase intention. This study has integrated eight dimensions of customer orientation, SERVQUAL model and organization reputation to investigate their influence on purchase intention in customers of China Construction Bank (CCB) in China. Three hypotheses are derived and empirically validated. The study hypothesize that customer orientation has positive impact on service quality while service quality has positive impact on organization reputation. The study also expected that organization reputation has positive impact on purchase intention. A regression analysis is employed to analyze data from 318 respondents who are customer of China Construction Bank (CCB). The empirical results confirmed that effect of customer orientation, service quality, and organization reputation as hypothesized.