The effect of corporate reputation on organizational commitment: A research in the service sector

In this study, the relationship between corporate reputation and organizational commitment is investigated. For this purpose, a research is conducted on the employees of a technology company in the service sector. In the first part of the study, corporate reputation management is conceptually discussed and its importance is declared. In this section, the extension of the corporate reputation, components of the reputation management and corporate reputation measurement models are presented. In the second part of the research, the subject of organizational commitment is discussed and corresponding approaches towards organizational commitment are represented. In addition, classification of organizational commitment, extensions of the organizational commitment and its affecting factors are explained. In the last part of the current research, the effect of the corporate reputation on the organizational commitment is investigated. The participants of the research are consisted of employees of an IT company operating in the service sector in Istanbul. According to the statistical analyzes, emotional attractiveness; products and services; vision and leadership; working environment; financial performance; social responsibility and corporate reputation parameters are found to be effective on the organizational commitment. Key Words: Corporate Reputation, Organizational Commitment, Corporate Reputation Management