Lietuvoje veiklą vykdančių verslo organizacijų reputacija : vartotojų požiūrio įvertinimas

Abstract

Straipsnyje nagrinėjama Lietuvoje veiklą vykdančių verslo organizacijų reputacija, ją empiriškai įvertinant ir lyginant vartotojų požiūriu. Konceptualizavus teorinius korporatyvinės reputacijos vertinimo aspektus, pateikiami Lietuvoje veiklą vykdančių verslo organizacijų reputacijos vertinimo tyrimo rezultatai

There are no doubts about the importance of corporate reputation measurement to organizations. Constant measurement of corporate reputation from the view of its stakeholder groups can indicate what efforts organizations need to undertake in order to achieve the desired level of corporate reputation. Increasing interest of scholars, media and organizations towards the measurement of corporate reputation resulted in a variety of different corporate reputation measurement methods. Most commonly used view towards measurement of corporate reputation is based on social expectations towards organizations. RepTrak method of corporate reputation measurement is most widely acknowledged and most widely used in the international practice for the evaluation of stakeholder groups’ view. It is presumed that RepTrak method could be used for the measurement of corporate reputation of Lithuanian based business organizations as well. This paper analyzes corporate reputation of Lithuanian based business organizations. It presents empirical research that evaluates corporate reputation of seven Lithuanian based business organizations on the basis of internationally valid corporate reputation measurement method – RepTrak. Empirical research also evaluates each indicator and factor of corporate reputation from the view of customers at each Lithuanian based business organization. The aim of this paper is to undertake empirical research of Lithuanian based business organizations’ reputation from the view of customers while using corporate reputation measurement method most suitable for the context of business organizations. [...]