The Institutional Reputation of Yemeni Companies among Their Customers: A Survey Study

Abstract

The study aims to assess the institutional reputation of Yemeni companies among their customers using the elements of the RepTrak reputation model (services, creativity, work environment, governance, citizenship, and financial performance). It employs a survey method, utilizing a questionnaire to gather information from a purposive sample of (328)g clients of Yemeni companies.  The study yielded several notable findings:

1. There are statistically significant differences in customer evaluations of the reputation elements of Yemeni companies (services, creativity, work environment, governance, citizenship) based on variables such as age group, educational level, and duration of engagement with the company.


2. Statistically significant differences were found in customer evaluations of the reputation elements (services and creativity) according to the variable of monthly transaction rate.


3. There are statistically significant differences in customer evaluations of the reputation elements (creativity and citizenship) based on the variable of monthly income.


4. No statistically significant differences were observed in customer evaluations of the reputation elements (work environment and governance) based on gender, monthly income level, or rate of monthly dealings with the company.


5. Additionally, there were no statistically significant differences in customer evaluations of the reputation elements (services and financial performance) based on gender or monthly income.