联系我们
Isaac Scientific Publishing
Frontiers in Management Research
FMR > Volume 3, Number 3, July 2019

Building the Corporate Reputation of Non-Traditional Export Firms in Ghana: Conceptualizing the Customers’ Perspective

Download PDF  (375.8 KB)PP. 115-124,  Pub. Date:July 1, 2019
DOI: 10.22606/fmr.2019.33004

Author(s)
John Amankwaa, Krishna Govender
Affiliation(s)
School of Management, IT and Governance, University of KwaZulu-Natal, South Africa
Da Vinci Institute of Technology Management, South Africa
Abstract
In the export trade, it is prudent to understand the customer and the customers’ perception of the quality of the corporate reputation of non-traditional export (NTE) firms will make the NTE firms competitive. Many countries have launched diversification programmes to promote the NTE commodities. In Ghana, there are over 383 different NTE products, while about 3 000 firms have registered with the Ghana Export Promotion Authority. In the past few years, however, some products from Ghana have faced a ban or threats of a ban from the European Union (the largest trading partner), as well as Ghana’s Ministry of Food and Agriculture, for exporting less quality products. Hence, NTE firms in Ghana are facing a challenge of maintaining a good reputation, particularly, from the customers’ perspective. In light of the above, this conceptual paper will draw from the extant literature on corporate reputation and propose a framework for building the corporate reputation for NTE firms in Ghana.
Keywords
Reputation, corporate reputation, export, non-traditional products
References
  • [1]  Agarwal, V., Chaurasia, A., & Negi, P. (2012). Business profitability through customer loyalty and satisfaction in India with special reference to Dehradun (Uttarakhand). International Journal of Marketing and Technology, 2(9), 135-143.
  • [2]  Agyei-Sasu, F., Anaman, K.A., & Egyir, I.S. (2011). Using horticultural export industry as vehicle for growth. Journal of International Marketing and Exporting, 16, 42-56.
  • [3]  Ali, R., Lynch, R., Melewar, T.C., & Jin, Z. (2015). The moderating influences on the relationship of corporate reputation with its antecedents and consequences: A meta-analytic review. Journal of Business Research, 68, 1105-1117.
  • [4]  Almacik, E., Almacik, U., Erat, S., & Akein, K. (2014). Attracting talented employees to the company: Do we need different employer branding strategies in different cultures? Procedia – Social and Behavioral Sciences, 150, 336-175.
  • [5]  Arikan, E., Knafur, D; Maden, C., & Telci, E. (2016). Investigating the mediating role of corporate reputation on the relationship between corporate social responsibility and multiple stakeholder outcomes. Quality and quantity, 50(1), 129-149.
  • [6]  Artopoulos, A., Friel, D., & Hallak, J.C. (2013). Export emergence of differential goods from developing countries: Export pioneers and business practices in Argentina. Journal of Development Economics, 105, 19-35.
  • [7]  Bartikowski, B., & Walsh, G. (2011). Investigating mediators between corporate reputation and customer citizenship behaviors. Journal of Business Research, 64, 39-44.
  • [8]  Bohm, E., Eggert, A., & Thiesbrummel, C. (2017). Service satisfaction: A viable option for manufacturing companies with deteriorating financial performance? Industrial Marketing Management, 60, 101-111.
  • [9]  Brown, J. & Matsa D.A. (2015). Boarding a sinking ship? An investigation of job applications to addressed firms. Journal of Finance, 71(2), 507-550.
  • [10]  Christaensen, L., & Devarajan, S. (2013). Making the most of Africa’s growth. Current history, 112 (754), 181.
  • [11]  Dabirian, A., Kietzmann, J., & Diba, H. (2016). A great place to work!? Understanding crowd sourced employer branding. Business horizons, 1-10
  • [12]  Dell’Atti, S., & Iannuzzi, A.P. (2016). Reputation, reputation crisis and corporate social responsibility of banks: Measurement and relationships. In Dell’Atti, S; Trotta, A. (eds), Managing reputation in the banking industry. Springer, Cham. 33-35.
  • [13]  Dlamini, B. (2016). The impact of corporate social responsibility on company profitability in Zimbabwe: A case of a listed Telecommunication company. International Journal of Social and Economic Inventions, 2(4), 9-16.
  • [14]  Duygun, A., Mentes, S.A., & Kubas, A. (2014). The impacts of complaint satisfaction on corporate reputation: A study of banking sector. International Journal of Trade, Economics and Finance, 20(3), 377-395.
  • [15]  Evans, J.R. & Lindsay, W.M. (2014). Managing for quality and performance excellence, 9th Edition, Cengage Learning.
  • [16]  Frambach, R.T., Fiss, P.C., & Ingenbleek, P.M.T. (2016). How important is customer orientation for firm performance? A fuzzy set analysis of orientations, strategies and environments. Journal of Business Research, 69, 1428-1436.
  • [17]  Fombrun, C.J., Ponzi, L.J., & Newburry, W. (2015). Stakeholder tracking and analysis: The Reptrak system for measuring corporate reputation. Corporate Reputation Review, 18(1), 3-24.
  • [18]  Ghana Export Promotion Authority, (2015). Non-Traditional Export Sector Performance. Statistical Snap Shots, GEPA, Accra.
  • [19]  Ghana Export Promotion Authority, (2016). Non-Traditional Export Sector Performance. Statistical Snap Shots, GEPA, Accra.
  • [20]  Ghana News Digest, February 17, 2014.
  • [21]  Geng, R., Bose, I., & Chen, X. (2014). Prediction of financial distress: An empirical study of listed Chinese companies using data mining. European Journal of Operational Research, 241, 236-247.
  • [22]  Gorondutse, A.H., Hilman, H., & Nasidi, M. (2014). Relationship between reputation and customer loyalty on Nigerian Food and Beverages Industry: PLS approach. International Journal of Management and Business Research, 4(2), 125-136.
  • [23]  Grunwald, G. & Hempelmann, B. (2010). Impacts on reputation for quality on perceptions of company responsibility and product-related dangers in times of product-recall and public complaints crisis: Results from an empirical investigation. Corporate Reputation Review, 13(4), 264-283.
  • [24]  Gul, R. (2014). The relationship between reputation, customer satisfaction, trust, and loyalty. Journal of Public Administration and Governance, 4(3), 368-387.
  • [25]  Hanzaee, K.H. & Mirvaisi, M. (2011). Customer orientation of service employees: A case study of Iranian Islamic Banking (Based on COSE Model). International Journal of Marketing Studies, 3(4), 130-145.
  • [26]  Helm, S. (2011). Employees’ awareness of their impact on corporate reputation. Journal of Business Research, 64, 657-663.
  • [27]  Hidayat, A., Mahdaria, S., Linando, J.A., & Ishak, A. (2017). The impact of perceived quality and corporate reputation towards positive word of mouth: Trust as moderating variable. Science and Technology Index, 29(2), 395-398.
  • [28]  Indradevi, G. & Laili, H.Z. (2016). Towards an understanding of customer-based corporate reputation and consumer citizenship behavior. A conceptual model.
  • [29]  Ingenhoff, D., Buhmann, A., White, C., Zhang, T., & Kiousis, S. (2018). Reputation spillover: Corporate crisis’ effects on country reputation. Journal of Communication Management, 22(1), 96-112.
  • [30]  Jasra, J.M., Khan, M.A., Hunjra, A.I., Rehman, R.A.U., & Azam, R.I. (2011). Determinants of business success of small and medium enterprises. International Journal of Business and Social Science, 2(20), 274-280.
  • [31]  Jung, N.Y. & Seock, Y. (2016). The impact of corporate reputation on brand attitude and purchase intention. Fashion and Textiles, 3, 1-15.
  • [32]  Kalita, M., & Nath, R. (2014). Determinants of users’ satisfaction on selection of mobile handsets: The case of India. International Journal of Scientific Research in Education, 7(2), 141-155.
  • [33]  Kanto, D.S., de Run, E.C., & Md Isa, A.H. (2015). The reputation quotient as a corporate reputation measurement in the Malaysian Banking sector: A confirmatory factor analysis. Procedia – Social and Behavioral Sciences, 219, 409-415.
  • [34]  Katsikeas, C.S., Morgan, N.A., Leonidou, L.C., & Hult, G.T.M. (2016). Assessing performance outcomes in Marketing. Journal of Marketing, 80, 1-20.
  • [35]  Khan, M., Majid, A., Yasir, M., & Arshad, M. (2013). Corporate social responsibility and corporate reputation: A case of cement industry in Pakistan. Interdisciplinary Journal of Contemporary Research Business, 5(1), 843- 857.
  • [36]  King, B.G., & McDonnell, M.H. (2015). Good firms, good targets: The relationship among corporate social responsibility, reputation and activist targeting. In Corporate Social Responsibility in a Globalizing World, 430- 454. Cambridge University Press
  • [37]  Love, L.F., & Singh, P. (2011). Workplace branding: Leveraging human resource management practices for competitive advantage through “Best Employer” surveys. Journal of Business Psychology, 26(2), 175-181.
  • [38]  Luo, X., & Zheng, Q. (2018). How firm internationalization is recognized by outsiders: The response of financial analysts. Journal of Business Research, 90, 87-106.
  • [39]  Manjunatha, N., & Kumar, R.J. (2016). A bibliographic research on export marketing – A strategic module for export performance. The International Journal for Business and Management, 4(3), 193-214.
  • [40]  Matuleviciene, M., & Stravinskiene, J. (2015). The importance of stakeholders for corporate reputation. Engineering Economics, 26(1), 75-83.
  • [41]  Maurya, U.K., Mishra, P., Anand, S., & Kumar, P. (2015). Corporate identity, customer orientation and performance of SMEs: Exploring the linkages. IBM Management Review, 27(3), 159-174.
  • [42]  Mokhtaran, M., & Komeilian, B. (2016). Exploring the effect of customer orientation on Dana Insurance performance considering the intermediary role of customer relations and service quality management. International Review, 3-4, 51-61.
  • [43]  Nicolo, D. (2015). Towards a theory on corporate reputation and survival of young firms. Procedia – Economics and Finance, 22, 296-303.
  • [44]  Nyadzayo, M.W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Customer Services, 30, 262-270.
  • [45]  Osei-Assibey, E. (2015). Export Promotion in Ghana. African Centre for Economic Transformation.
  • [46]  Raie, M., Khadivi, A., & Khdaie, R. (2014). The effect of employees’ customer orientation, customer satisfaction, and commitment on customer’s sustainability. Arabian Journal of Business and Management Review, 4(1), 109- 121.
  • [47]  Shahsavari, A., & Faryabi, M. (2013). The effect of customer-based corporate reputation on customers’ citizenship behaviors in banking industry. Research Journal of Applied Sciences, Engineering and Technology, 6(20), 3740-3755.
  • [48]  Shamma, H., & Hassan, S. (2013). Customer-driven benchmarking: Strategic approach towards a sustainable marketing performance. An International Journal, 20(3), 377-395.
  • [49]  Siano, A; Kitchen, P.J., & Confetto, M.G. (2010). Financial resources and corporate reputation. Toward common management principles for managing corporate reputation. Corporate communications: An International Journal, 15(1), 68-82.
  • [50]  Singh, R., & Koshy, A. (2012). A new conceptualization of salesperson’s customer orientation: Propositions and assumptions. Marketing Intelligence and Planning, 30(1), 69-82.
  • [51]  Sontaite-Petkeviciene, M. (2014). Crisis management to avoid damage for corporate reputation: The case of retail chain crisis in the Baltic countries. Procedia – Social and Behavioral Sciences, 156, 452-457.
  • [52]  Suchanek, P., Richter, J., & Kralova, M. (2015). Customer satisfaction, product quality and performance of companies. Review of Economic Perspectives, 14(4), 329-344.
  • [53]  Tomak, S. (2014). Corporate reputation and financial performance of firms in Turkey. Academic Review of Economics and Administrative Sciences, 7(1), 289-303.
  • [54]  Wallace, M., Lings, I., Cameron, R., & Sheldon, N. (2014). Attracting and retaining staff: The role of branding and industry image. Workforce Development, 19-36.
  • [55]  Walsh, G., Bartikowski, B., & Beatty, S.E. (2014). Impact of corporate reputation of non-monetary and monetary outcomes: The role of commitment and service context risks. British Journal of Management, 25(2), 166-185.
  • [56]  Walsh, G., & Beatty, S.E. (2007). Customer-based corporate reputation of a service firm: Scale development and validation. Journal of the Academy of Marketing Science, 35(1), 127-143.
  • [57]  Walsh, G., Mitchell, V.W. Jackson, P.R., & Beatty, S.E. (2009). Examining the antecedents and consequences of corporate reputation: A customer perspective. British Journal of Management, 20(2), 187-203.
  • [58]  Ziggers, G.W., & Hensler, J. (2016). The reinforcing effect of a firm’s customer orientation and supply-base orientation on performance. Industrial Marketing Management, 52, 18-26.
  • [59]  Zouaghi, F., Sanchez-Garcia, M., & Hirsch, S. (2017). What drives firm profitability? A multi-level approach to Spanish agri-food sector. Spanish Journal of Agricultural Research, 15(3), 1-15.
Copyright © 2019 Isaac Scientific Publishing Co. All rights reserved.