Thesis (PhD)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: The link between a favourable corporate reputation and business benefits is well established. Most executives recognise the importance of a favourable corporate reputation in building a competitive advantage for their organisations. However, the measuring of a corporate reputation, particularly in the service industry, has remained problematic. This study addresses this lingering gap in the literature and focuses on the development of an instrument to measure the client-based corporate reputation of organisations functioning in the service industry. This includes the identification of the factors (dimensions) that clients of large service organisations consider when they evaluate the reputations of organisations. Large organisations functioning in two sectors, the banking sector and the airline sector, were selected as the focus in this study. Groundwork for the design of a reputation-measuring instrument included the clarification of key terms (e.g. corporate identity, corporate image, corporate brand and corporate reputation). It also included a review of corporate reputation from various perspectives (e.g. organisational studies, economics, strategy and corporate communication). It also included discussions on scale development and the various approaches to the conceptualisation and operationalisation of corporate reputation. This study followed mainly a positivistic paradigm, involving quantitative methods. However, two qualitative methods were also used: a focus group discussion to identify patterns of thinking used by clients to assess corporate reputation and the expert-panel method to obtain the inputs of a panel of experts. Six large-scale surveys in three waves served as primary data sources. Large samples of the target population were used to obtain data that was statistically analysable. Secondary data sources included an extensive literature review. To develop the measurement scale, a series of steps was used to refine, purify and replicate the instrument. The process started with an exploratory factor analysis and concluded with an invariance analysis. The data was analysed during three waves of data collection. A variety of statistical techniques was used to assess the construct validity of the proposed instrument, including unidimensionality, convergent validity, reliability, discriminant validity, nomological validity, model fit and invariance. The outcome is a 19-item instrument using five dimensions to measure the client-based corporate reputation of large organisations in the service industry. These dimensions are Emotional appeal, Corporate performance, Social engagement, Good employer and Service points. This study contributes to the existing literature by the development of a valid and reliable instrument that can be used to measure a service organisation’s client-based corporate reputation before embarking on a reputation-enhancement programme. This study proposes that the measurement of an organisation’s client-based corporate reputation is a crucial starting point to assess the gap between where it is and where it wants to be in terms of its corporate reputation, and to manage its reputation accordingly. By using the proposed instrument, managers will be able to track their organisations’ corporate reputation over time, both overall and at the level of the five dimensions separately. / AFRIKAANSE OPSOMMING: Die verband tusssen ’n gunstige korporatiewe reputasie en die voordele daarvan vir organisasies is goed gevestig. Die meeste bestuurders erken ook die belangrikheid van korporatiewe reputasie in die bou van ’n mededingende voordeel vir hul organisasies. Die effektiewe meting van korporatiewe reputasie is egter, veral in die dienstebedryf, steeds problematies. Teen dié agtergrond was die fokus van die proefskrif op die ontwikkeling van ’n instrument om die kliëntgebaseerde korporatiewe reputasie van organisasies in die dienstebedryf te meet. Dit sluit in die identifisering van die faktore (dimensies) wat die kliënte van groot diensteorganisasies oorweeg wanneer hulle organisasies se reputasies evalueer. Groot organisasies wat in twee bedryfsektore werksaam is, naamlik die banksektor en die lugrederysektor, is geselekteer as die fokus van hierdie studie. Die grondslag vir die ontwerp van ’n reputasiemetingsinstrument het die verduideliking van sleutelterme (soos korporatiewe identiteit, korporatiewe beeld, korporatiewe handelsmerk en korporatiewe reputasie) ingesluit. Dit het ook die bestudering van korporatiewe reputasie uit verskillende perspektiewe (soos organisatoriese studies, die ekonomie, strategie en korporatiewe kommunikasie) behels. ’n Bespreking van skaalontwikkeling en die verskillende benaderings tot die konseptualisering en operasionalisering van korporatiewe reputasie het deel van hierdie aanvoorwerk gevorm. Hierdie studie het hoofsaaklik ’n positivistiese paradigma gevolg wat kwantitatiewe metodes ingesluit het. Twee kwalitatiewe metodes is egter ook gebruik: ’n fokusgroepbespreking om die denkpatrone te identifiseer wat kliënte gebruik om korporatiewe reputasie te evalueer en die ekspertpaneelmetode om die insette van ’n paneel kenners te bekom. Daarby het ses grootskaal-opnames in drie golwe as primêre databronne gedien. Groot steekproewe van die teikenpopulasie is gebruik om data te bekom wat statisties analiseerbaar was. Sekondêre databronne het ’n omvattende literatuurstudie ingesluit. Om die metingsinstrument te ontwikkel, is ’n reeks stappe gevolg om die instrument te verfyn, te suiwer en te repliseer. Die vertrekpunt was ’n verkennende faktoranalise en die proses is afgesluit met ’n analise van die invariansie. Die data is ontleed in drie datainsamelingsfases. ’n Verskeidenheid statistiese tegnieke – soos eendimensionaliteit, konvergerende geldigheid, betroubaarheid, diskriminante geldigheid, nomologiese geldigheid, modelpassing en invariansie – is toegepas om die konstrukgeldigheid van die voorgestelde instrument te evalueer. Die uitkoms is ’n 19-item-instrument wat vyf dimensies gebruik om die kliëntgebaseerde korporatiewe reputasie van groot organisasies in die dienstebedryf te meet. Hierdie dimensies is Emosionele aantrekkingskrag, Korporatiewe prestasie, Sosiale betrokkenheid, Goeie werkgewer en Dienspunte. Hierdie studie dra by tot die bestaande literatuur deur die ontwikkeling van ’n geldige en betroubare instrument wat gebruik kan word om ’n diensteorganisasie se kliëntgebaseerde korporatiewe reputasie te bepaal voordat ’n reputasieversterkingsprogram in werking gestel word. Die studie stel voor dat die meting van ’n organisasie se kliëntgebaseerde korporatiewe reputasie ’n uiters belangrike vertrekpunt vorm vir die assessering van die gaping tussen waar die organisasie hom tans bevind en waar hy wil wees, en om hierdie reputasie dienooreenkomstig te bestuur. Bestuurders sal met behulp van die voorgestelde instrument hul organisasies se korporatiewe reputasie oor tyd kan navolg – oorkoepelend, sowel as op die vlak van elke afsonderlike dimensie.

The focus of this research is on the development of ontology and on a more effective way to measure corporate reputation that takes into consideration the orientations of a company’s various stakeholders. The focus by researchers and by practitioners on corporate reputation and on its management attests to an expanding interest. Yet there remains disparate knowledge about how corporate reputation should be defined; about what are its key components; about the relationships between those components and about how corporate reputation should be measured. This point to a need for clarification: to develop a methodology based on ontology of corporate reputation that has relevance for a company’s various stakeholder groups. This research builds on a review of the academic literature and employs text analysis, the nominal group technique and a quantitative survey among stakeholders about the reputation of a high profile company. Theory-driven analysis provides insights into the corporate reputation construct and into a tool for measurement that takes into consideration stakeholder perceptions of a company’s reputation. The results of the study indicate that, in the eyes of its stakeholders, a company’s reputation is driven by nine factors: image, identity, management leadership, performance, corporate brand, products and services, financial performance, ethical management and leadership, and corporate leadership. Not all nine components share the same degree of relevance for stakeholders: different stakeholder groups rank the importance of the components of corporate reputation differently; they evaluate the reputation of the same company differently. The drivers of stakeholders’ overall evaluations of a company’s reputation vary by stakeholder segment. Stakeholder groups are seen to display the characteristics of segments.

The focus of this research is on the development of ontology and on a more effective way to measure corporate reputation that takes into consideration the orientations of a company’s various stakeholders. The focus by researchers and by practitioners on corporate reputation and on its management attests to an expanding interest. Yet there remains disparate knowledge about how corporate reputation should be defined; about what are its key components; about the relationships between those components and about how corporate reputation should be measured. This point to a need for clarification: to develop a methodology based on ontology of corporate reputation that has relevance for a company’s various stakeholder groups. This research builds on a review of the academic literature and employs text analysis, the nominal group technique and a quantitative survey among stakeholders about the reputation of a high profile company. Theory-driven analysis provides insights into the corporate reputation construct and into a tool for measurement that takes into consideration stakeholder perceptions of a company’s reputation. The results of the study indicate that, in the eyes of its stakeholders, a company’s reputation is driven by nine factors: image, identity, management leadership, performance, corporate brand, products and services, financial performance, ethical management and leadership, and corporate leadership. Not all nine components share the same degree of relevance for stakeholders: different stakeholder groups rank the importance of the components of corporate reputation differently; they evaluate the reputation of the same company differently. The drivers of stakeholders’ overall evaluations of a company’s reputation vary by stakeholder segment. Stakeholder groups are seen to display the characteristics of segments.

Aukštojo mokslo institucijų korporatyvinės reputacijos svarba nekelia abejonių, tačiau svarbu nustatyti, kokie veiksniai daro įtaką aukštojo mokslo institucijų korporatyvinei reputacijai ir kaip ją būtų galima kompleksiškai vertinti. Tyrimo tikslas – nustačius ir įvertinus aukštojo mokslo institucijų korporatyvinės reputacijos vertinimo veiksnius, sudaryti aukštojo mokslo institucijų korporatyvinės reputacijos vertinimo modelį. Disertacijos tyrimas apima mokslinės literatūros šaltinių analizę, apibendrinimą ir lyginimą, modeliavimo metodą, kokybinio ir kiekybinio tyrimo bei duomenų apdorojimo metodus. Duomenims analizuoti taikomi daugiamačiai statistiniai metodai: aprašomoji statistika, patikimumo, faktorinė ir dispersinė analizės. Disertacijos pirmoje dalyje apibrėžiama korporatyvinės reputacijos reiškinio genezė, atliekama korporatyvinės reputacijos sampratos analizė ir išskiriama požiūrių tipologija, analizuojama korporatyvinės reputacijos reikšmė organizacijai ir vaidmuo aukštojo mokslo institucijose. Antroje dalyje apibrėžiama korporatyvinės reputacijos vertinimo svarba organizacijai, išskiriamos suinteresuotos grupės, atliekama korporatyvinės reputacijos vertinimo metodikų lyginamoji analizė. Trečioje dalyje parengiama korporatyvinės reputacijos vertinimo aukštojo mokslo institucijose tyrimo metodika. Ketvirtoje dalyje pristatomi korporatyvinės reputacijos vertinimo aukštojo mokslo institucijose tyrimo rezultatai. Remiantis gautais rezultatais, pagrindžiamas aukštojo... [toliau žr. visą tekstą] / The importance of corporate reputation at higher education institutions does not raise any doubts. However, it is important to determine what indicators influence corporate reputation of higher education institutions and how it can be comprehensively measured. The aim of the research – after identification and evaluation of corporate reputation measurement indicators at higher education institutions to construct measurement model of corporate reputation at higher education institutions. Research of the dissertation includes analysis, generalization and comparison of scientific literature, modeling method, qualitative and quantitative research and data processing methods. For the analysis of data multidimensional statistical methods are used: descriptive statistics, reliability, factor and dispersion analysis. In the first part of dissertation, genesis of corporate reputation is defined, analysis of corporate reputation definitions is executed and typology of views is distinguished, significance of corporate reputation to organization and role to higher education institutions are analyzed. In the second part, the importance of corporate reputation measurement to organization is defined, stakeholder groups are distinguished, comparative analysis of corporate reputation measurement methods is executed. In the third part, research methodology of corporate reputation measurement at higher education institutions is prepared. In the fourth part, results of the research of corporate... [to full text]

Magistro darbo objektas – reputacijos valdymas ir komunikacija. Darbo tikslas – nustatyti reputacijos valdymo ir komunikacijos teorines prielaidas bei įgyvendinimą ne pelno organizacijose. Darbo uždaviniai: aptarti reputacijos sampratos problemą, matavimo bei valdymo poreikį ir galimybes, reputacijos komunikacijos principus; aptarti organizacijų reputacijos valdymo ir komunikacijos poreikį bei galimybes; nustatyti verslo ir ne pelno organizacijų reputacijos valdymo ypatybes ir galimybes taikyti bendrą reputacijos matavimo modelį; nustatyti, kaip ne pelno organizacijos suvokia reputaciją ir kaip ją komunikuoja savo internetinėse svetainėse. Išanalizavus mokslinę literatūrą, prieita prie išvados, kad organizacijos reputaciją galima matuoti ir valdyti, yra kuriami reputacijos matavimo modeliai, pagal kuriuos matuojama ir valdoma organizacijų reputacija. Pastebimas glaudus ryšys tarp organizacijos identiteto, įvaizdžio ir reputacijos, tačiau šie elementai atskiriami. Atkreiptas dėmesys, kad reputacija yra santykinis dydis, priklausantis nuo lūkesčių ir konteksto. Analizuojant matavimo modelius bei praktikas, prieita prie išvados, kad nors ir esant kriterijų variacijų galimybei, matavimo modelių pagrindas lieka tas pats (Fombruno Reputacijos koeficientas). Remiantis trečiojo sektoriaus organizacijų ir jų susivienijimų įžvalgomis, pagrįstas ne pelno organizacijų reputacijos aktualumas bei aptartos verslo reputacijos matavimo modelio pritaikymo galimybės ne pelno organizacijoms... [toliau žr. visą tekstą] / The aim of this thesis is to define the theoretical precondition of reputation management and communication and to determine the implementation of reputation management and communication in non-profit organizations. The objectives are to discuss the problem of conception, the needs and opportunities of reputation management and communication; to determine the features of the reputation of profit and non-profit organization; to define the abilities to apply common reputation measurement model; to determine how do the non-profit organizations understand the concept of reputation, what knowledge do they have about the managing and communicating the reputation and how do the organizations communicate the reputation through their internet sites. After analysis of scientific literature, the conclusion is that reputation of organization is measurable, one can manage it. There are measurement models created. There are connections between identity, image and reputation of organization. Nevertheless these are three different concepts. It was noted, that reputation is related with the expectations of stakeholders and all kinds of context. Analyzing the models of reputation measurement was noted that one of them is used as a basis. It’s Ch.Fombruns’ Reputation quotient, which is composed from six elements. Furthermore according to the leaders and authorities of the third sector, the necessity for non-profit organizations to manage their reputation was justified and the opportunities to... [to full text]