ABSTRACT
Customer Behavior Citizenship (CCB) is a voluntary behavior of the customers in providing mental and physical input that can improve the efficiency of a company as well as new ideas that can be the source of business strategy. Lack or absence of CCB can impede companies in evolving in improving services. This research was conducted to identify the influence of corporate reputation and its impact on customer citizenship behavior in one of the four-star hotels in Bandung. The analysis technique used was the path analysis with a sample of 106 respondents. The results showed that the influence of the corporate reputation had a positive and significant influence on CCB. The dimensions quality products and services had the highest score, proving that the performance of corporate reputation has received high appreciation.
