Examining the Role of Corporate Reputation in Enhancing Customer Trust and Store Image: A Study in the Indonesian Supermarket Sector

Suresh Kumar

Abstract


This study builds and validates a model that incorporates corporate social responsibility, innovation capability, customer experience, reputation, perceived risk, trust, and store image, and examines how reputation corresponds to perceived risk, trust, and store image in the Indonesian supermarket context. The descriptive method was implemented and evaluated through the use of a survey method with sample units consisting of customers from various supermarkets in Indonesia. A technique of purposive sampling was used, yielding 719 respondents. This study used Structural Equation Modelling (SEM), with data processed using the SPSS AMOS 24 software to test the hypothesis. The relationship between corporate social responsibility, innovation capability, customer experience, reputation, perceived risk, trust, and store image was determined to be explained by the corporate reputation. The survey results indicate that supermarket managers must recognize that establishing a positive reputation is one of the most important factors in bolstering their initiatives to provide frequent innovation and customer experiences, as well as enhancing their customers' trust and store image. By analysing the combined effect of innovation capability, customer experience, reputation, trust, and store image, this study fills a gap.

Keywords


CSR; Innovation Capability; Customer Experience; Perceived Risk; Trust; Brand Image; Reputation

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References


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DOI: http://dx.doi.org/10.33021/firm.v9i2.5546

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