Research On The Corporate Reputation Evaluation System From An Corporate Personality Point Of View

As an important intangible asset, reputation can produce differences and competitive edge. Corporate reputation refers to all stakeholders'perceptions of a set of attributes of a corporate. Whether a corporate reputation perceived as good or bad will strongly influence the corporate's stakeholders. Thus there is general agreement among practitioners and scholars alike that the study of corporate reputation is very important. However the major premise on the study of corporate reputation is how to confirm the evaluation system of corporate reputation. If we have the idea of which key factors can gain reputation, reputation governance will be easier. The issue of reputation evaluation system arouses the attention in such research background.First, this paper sums up the relative literatures related with corporate reputation evaluation system, focusing on these literatures are mostly discussed based in the perspectives of social expectations, corporate personality, trust, stakeholder needs and information sources. Among these, corporate personality perspective suggest that people regard companies like they regard people, and that they therefore attribute a diversity traits to companies. Its purpose is to facilitate the comprehension of complex phenomena of corporate reputation, meanwhile, it can reveal the differences between the different dimensions of corporate reputation and satisfaction. Based on this, it is obviously of great significance that we study on the corporate reputation's evaluation system on the perspective of corporate personality.Based on the existing studies, this paper discusses corporate reputation and corporate personality, and then the author identifies potential dimensions of corporate reputation. On this basis, the paper takes the retailer as the sample business and the corporate personality as the elements of corporate reputation evaluation, to conduct a questionnaire survey of corporate reputation. Using SPSS and LISREL to do the exploratory factor analysis, reliability testing and confirmatory factor analysis, a corporate reputation scale including 35 items is revealed. And then, structural equation is used to find the relationship between the different dimensions of corporate reputation and customers'satisfaction and employees'satisfaction. It is the further study on the evaluation system of corporate reputation.The conclusions of this dissertation are: (1) there are five dimensions of corporate reputation's evaluation system on the perspective of the corporate personality:human relationship, excitement, competence, reliability, and ruthlessness; (2) it confirms the indicators in each dimension, forming a scale including 5 dimensions and 35 items. Among these, human relationship reflects Chinese unique corporate personality: renqing and harmony; (3) different dimensions have different affect on satisfaction: human relationship has a significant positive impact on both customer satisfaction and employee satisfaction; excitement has a significant positive impact on both customer satisfaction and employee satisfaction; competence's impact on customer satisfaction is not significant, but it has a significant positive impact on employee satisfaction; reliability has a significant positive impact on customer satisfaction, but its impact on employee satisfaction is not significant; ruthlessness has negative influence on both customer satisfaction and employee satisfaction, but they are not significant.This paper is divided into five chapters to discuss.The first chapter is introduction. The topics of this chapter are background, the purpose and significance of the study, the research methods, the research ideas, framework, and the innovations of this paper.Chapterâ…¡is the literature review. This chapter expatiates on the concept of corporate reputation and related concepts. Trough summing up the literatures of the corporate reputation's evaluation and corporate personality, the author learns from the related literatures and also find some defects. The deficiencies of the corporate reputation's evaluation system provide direction for this research.Chapterâ…¢discusses the fundamental views of the corporate reputation evaluation system based on the corporate personality point of view. This chapter summarizes the theoretical basis of corporate reputation evaluation system including perception theory, stakeholder theory, social identity theory, metaphor theory, and personality theory. Then on the basis of those theories, it interprets the concept of corporate reputation, the classifications of the corporate reputation and some fundamental issues of corporate personality. Following these, five dimensions divided by the evaluation system are used to form the framework of corporate reputation evaluation system, and it can make the basis of the empirical studies. At last, this chapter analyzes the relationship between corporate reputation and satisfaction theoretically to become the foundation of empirical analysis.Chapterâ…£is the empirical analysis of corporate evaluation system based on the corporate personality point of view. Based on the qualitative analysis of the related issues, the author uses SPSS and LISREL to do the quantitative analysis by using the data collected from questionnaires. Through descriptive statistics, exploratory factor analysis, reliability analysis and confirmatory factor analysis on the data, it tests the index system of corporate reputation. And then the author does an another empirical research on the relationship between reputation and satisfaction. It is the further research on the index system to find which dimension is more explanatory and more useful. Thus the author uses the data collected from the second questionnaire to test the proposed hypothesis through reliability test, validity test and equation model.Chapterâ…¤is the conclusion of this paper. According to the results of correlation analysis in this study, it takes a brief summary of this paper, and then presents the limitations of this paper and provides some ideas for further research.