Impact of Corporate Reputation on Customers’ Sustainable Usage Intention: The Mediating Role of Satisfaction

This study develops and empirically tests a conceptual model that investigates the intervening impact of satisfaction on the relationship between corporate reputation and customers’ sustained usage intention. The study followed a convenient sampling procedure for data collection. A PLS-SEM (Partial least square-structural equation modelling) was used as a statistical technique to analyze data and to test the hypothesis of the study through SmartPLS 4.0. The statistical output shows that corporate reputation had a significant impact and relationship with customer satisfaction. Customer satisfaction is a significant antecedent of customers’ sustained usage intention. The findings revealed that corporate reputation had no direct and significant effect on customers’ sustained usage intention but had an indirect influence on it in the presence of satisfaction. The inferential analysis demonstrated that satisfaction fully mediates the relationship between corporate reputation and customers’ sustainable usage intention. This study contributes to the existing body of knowledge on corporate reputation and customers’ sustained usage intention of MFS literature in similar economies. The findings of the study will be useful for the MFS providers for developing strategic planning on the sustainability of customers’ usage decisions and enhancing positive corporate reputation.