Reputation is an important customer choice criterion in banking, a sector characterised by intangible services and limited opportunity for pre-purchase evaluation. It has been shown that while companies may communicate their reputation in a particular way, responses to reputation stimuli are not homogeneous, resulting in calls in the literature to understand sources of variation in customer responses. This study investigated whether an individual’s social axioms, that is, an individual’s general beliefs about the world were such a source of individual difference and influenced corporate reputation and behavioural intention among middle-high income South African banking customers. Conceptualising corporate reputation as customer perceptions (beliefs and attitude) led to adoption of the reasoned action approach as the study’s theoretical basis. Each of the social axioms dimensions, namely, fate control, religiosity, reward for application, social complexity and social cynicism, was hypothesised to influence customers’ beliefs about their bank and behavioural intention. Following a deductive approach and adopting a positivistic paradigm, quantitative data was collected from 636 middle-high income customers of the top five South African retail banks using an online questionnaire. The conceptual model was tested using partial least squares structural equation modelling. The study’s results confirmed that social axioms are a source of individual difference, can explain variances in customers’ beliefs, and are therefore antecedents of corporate reputation. Reward for application has the strongest relationship with customers’ beliefs while the relationship between social cynicism and beliefs was statistically insignificant. Effects of all social axioms dimensions apart from social cynicism were completely mediated in series by beliefs and attitude. Contributions to corporate reputation scholarship include definition of the construct as a collective of beliefs and attitude and expansion of the set of antecedents to beliefs within the reasoned action framework beyond the traditional personality and demographic factors. In practice the findings endorse the view that corporate reputation is to an extent beyond a company’s control and is in part controlled by stakeholders. As a result, it is suggested that bank marketing executives and reputation practitioners consider including social axioms in customer segmentation models to ensure that their offerings resonate with customers’ general beliefs about the world. / Thesis (DPhil)--University of Pretoria, 2020. / Gordon Institute of Business Science (GIBS) / DPhil / Unrestricted

Beliefs are social in nature. and are widely shared within social groups, such as cultures. Shared beliefs reflect how people construct their social world and how they seek meaning and understanding of social realities. and they are context specific. General beliefs are context free and related to a wide spectrum of social behaviours across diverse contexts, actors, targets and periods. These general beliefs function like axioms in mathematics, thus they are basic premises that people endorse and on which they rely to guide their actions. A better understanding of beliefs can therefore be a useful instrument in managing a diverse workforce, such as the workforce found in South Africa. The objectives of this study were to investigate the replicability of the Social Axioms Survey (SAS) in the South African Police Service (SAPS), to examine the construct equivalence and item bias. and to assess the reliability. A cross-sectional survey design was used. The study population consisted of applicants (N=1535) who applied for jobs in the SAPS. The SAS instrument was administered. Descriptive statistics, exploratory and confirmatory factor analyses, scale and item level analysis and estimation of reliability were used to analyse the results. An exploratory factor analysis utilising target rotation applied on all 60 items of the SAS revealed four interpretable factors (Factor 1 = Social Cynicism; Factor 2 = Reward for Application; Factor 4 = Fate Control; and Factor 5 = Spirituality Religiosity) congruent with the model of Leung et al. (2002). The third factor, namely Social Complexity did not replicate. Values of Tucker's phi higher than 0.90 were found for seven culture groups (Zulu, Sotho, Tswana, Swati, Tsonga, Venda and Pedi). This provided a strong indication of the structural equivalence. Analyses of variance showed that item bias was not a major disturbance. Cronbach's alpha reported lower levels of reliability. Recommendations for future research were made. / Thesis (M.A. (Industrial Psychology))--North-West University, Potchefstroom Campus, 2007.

Beliefs are social in nature. and are widely shared within social groups, such as cultures. Shared beliefs reflect how people construct their social world and how they seek meaning and understanding of social realities. and they are context specific. General beliefs are context free and related to a wide spectrum of social behaviours across diverse contexts, actors, targets and periods. These general beliefs function like axioms in mathematics, thus they are basic premises that people endorse and on which they rely to guide their actions. A better understanding of beliefs can therefore be a useful instrument in managing a diverse workforce, such as the workforce found in South Africa. The objectives of this study were to investigate the replicability of the Social Axioms Survey (SAS) in the South African Police Service (SAPS), to examine the construct equivalence and item bias. and to assess the reliability. A cross-sectional survey design was used. The study population consisted of applicants (N=1535) who applied for jobs in the SAPS. The SAS instrument was administered. Descriptive statistics, exploratory and confirmatory factor analyses, scale and item level analysis and estimation of reliability were used to analyse the results. An exploratory factor analysis utilising target rotation applied on all 60 items of the SAS revealed four interpretable factors (Factor 1 = Social Cynicism; Factor 2 = Reward for Application; Factor 4 = Fate Control; and Factor 5 = Spirituality Religiosity) congruent with the model of Leung et al. (2002). The third factor, namely Social Complexity did not replicate. Values of Tucker's phi higher than 0.90 were found for seven culture groups (Zulu, Sotho, Tswana, Swati, Tsonga, Venda and Pedi). This provided a strong indication of the structural equivalence. Analyses of variance showed that item bias was not a major disturbance. Cronbach's alpha reported lower levels of reliability. Recommendations for future research were made. / Thesis (M.A. (Industrial Psychology))--North-West University, Potchefstroom Campus, 2007.