企业声誉的构成及其驱动因素测量研究

【作者】 刘靓；

【导师】 徐金发；

【作者基本信息】 浙江大学 ， 企业管理， 2006， 硕士

【摘要】 在全球化经济环境中,竞争的加剧促使学者去识别可持续竞争优势的驱动力。关于驱动力的研究已经从有形资产领域延伸至无形资产领域。近年来,无形资产日益重要。无形资产在创造行业进入壁垒,培养顾客忠诚,以及加强竞争优势方面扮演着至关重要的角色。创造和开发无形资产能允许公司驱动市场而不是被市场驱动。很多学者、顾问和从业人员都指出企业声誉作为一种无形资产可以为企业带来可持续的利润。 虽然大家一致认为企业声誉是重要的,但是关于如何测量它目前仍然没有一致的意见。但是如果企业准备管理企业声誉的话,尽可能准确地测量企业声誉是至关重要的。本研究的主要目的是通过文献回顾和实证研究提出一个较为合理的概念并且开发一套能够在我国社会中使用的企业声誉测量工具。 在本文中,企业声誉被定义为由情感反应和理性认知构成的态度结构。而且,作者还认为企业声誉是由人们对企业的某些主要特征的感知引发并决定的,而这些特征是企业过去行为和结果并且集中代表了企业为各种利益相关者提供有价值的产出的能力。 基于这个定义,为了测量企业在社会中的声誉,作者构建了一个结构模型。该模型由企业声誉构成要素量表(内生部分)和驱动因素量表(外生部分)两部分组成。在实证研究中,问卷填写者是浙江地区社会普通大众,被评价的企业是位于不同行业的浙江民营企业。根据实证研究的结果,作者检验了假设和修正了模型。此外,作者还利用所收集的样本数据比较了5个企业的声誉现状,从而提出了一些分析企业声誉现状的方法。 本研究得出了以下主要结论:(1)将企业声誉划分为情感成分和认知成分两个维度的二维划分法是合适的。(2)企业声誉的驱动因素主要有7个:产品和服务因素、顾客导向因素、财务业绩因素、市场表现因素、愿景与领导因素、工作环境因素、社会责任因素。(3)在7个驱动因素中,产品和服务因素、顾客导向因素、工作环境因素、社会责任因素等4个因素对企业声誉中的情感成分起决定性作用;产品和服务因素、财务业绩因素、市场表现因素、愿景与领导因素、工作环境因素、社会责任因素等6个因素对企业声誉中的认知成分起决定性作用。(4)使用本研究的量表,不仅可以分析问卷填写者对不同企业的情感反应和理性认知,还可以从7个驱动因素中找到分别导致情感和认知差异产生的主要因素,从而使得管理者能够利用这些有价值的信息来实施企业声誉管理。更多还原

【Abstract】 In a globalized economy, increasing competition promotes the identification of drivers of sustainable competitive advantages. The extensive search for these drivers is no longer restricted to tangibles, but has also reached the field of intangible assets. Recently, the importance of intangible assets has grown rapidly. To create market entry barriers, to foster customer retention, and thus to strengthen competitive advantages, intangible assets are vitally important. Creating and exploiting them allows companies to drive markets, rather than to be market driven. Many scholars, consultants, and practitioners have stated that corporate reputation as an intangible asset may cause sustainable profits for firms.There is no general agreement on how to measure corporate reputation, but there is a general agreement that it is important. But if firms want to manage corporate reputation, it is vital important to measure it correctly as soon as possible. This paper’s main objective is to propose a well-founded concept and develop a measurement approach of corporate reputation which can be used in China though a literature review and an empirical study.In this paper, corporate reputation is defined as an attitude construct composed of affective component and cognitive component. Moreover, author considers corporate reputation is caused and determined by the perceive about the main attributes of a firm, and these attributes are the firm’s past actions and results and represent collectively the firm’s ability to deliver valued outcomes to multiple stakeholders.On the basis of this definition, author construct a structural model, which is made up of components scale (endogenous side) and drivers scale (exogenous side). In the empirical study, respondents are general public in Zhejiang, and firms which are evaluated are Zhejiang nongovernmental business in different industries. In terms of the results of the empirical study, author will test hypothesis and modify the model. Furthermore, author uses sample data to compare 5 firms’ reputations, and offers some methods which can be sued to analyze the situation of corporate reputation.The paper draws mainly the following conclusions: (1) To split Corporate reputation into two dimensions which are affective component and cognitive component is appropriate. (2) There are 7 main drivers of corporate reputation: products and services, customer-oriented, financial performance, vision and leadership, market presence, workplace environment, and social responsibility. (3) In these drivers, products and services, customer-oriented, workplace environment, and social responsibility are determining factors to affective component; products and services, financial performance, vision and leadership, market presence, workplace environment, and social responsibility are determining factors to cognitive component. (4)Using this scale, we can not only analyze respondents’ affective reaction and rational cognition of different firms, but also can find main factors which cause the differences of affective reaction and rational cognition of different firms, and manager can take advantage of the valued information to implement corporate reputation management.更多还原