پژوهش حاضر تأثیر شهروندی شرکتی را بر وفاداری مشتریان و تبلیغات توصیهای از طریق متغیرهای شهرت شرکت، ارزش ویژه برند و رضایت مشتریان بررسی میکند که با توجه به هدف، کاربردی و از نظر گردآوری دادهها جزو پژوهشهای توصیفی- پیمایشی است. جامعه آماری پژوهش، بیمه‌گذاران شرکت «بیمه ایران» در شهر تهران هستند. برای نمونه‌گیری از روش نمونه‌گیری در‌دسترس استفاده شد و تعداد نمونه موردنظر 400 نفر به دست آمد. برای بررسی وتحلیل دادهها و آزمون فرضیه‌های پژوهش از روش تحلیل عاملی تأییدی و تحلیل مسیر با استفاده از نرمافزارهای LISREL8.8 و WarpPLS4 استفاده شد. یافتههای پژوهش حاکی از تأثیر مثبت و معنادار شهروندی شرکتی بر شهرت شرکت، رضایت مشتریان و ارزش ویژه برند است. رضایت مشتری نیز بر شهرت شرکت، وفاداری مشتریان و ارزش ویژه برند تأثیر مثبت و معناداری دارد؛ همچنین شهرت شرکت بر ارزش ویژه برند و تبلیغات توصیهای تأثیر مثبت و معناداری دارد؛ درنهایت ارزش ویژه برند بر وفاداری مشتریان و وفاداری مشتریان نیز بر تبلیغات توصیهای تأثیر مثبت و معنادار دارد.
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