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Avrasya Ekonometri �statistik ve Ampirik Ekonomi DergisiYl:2019 Say: 12 Alan: statistik-Saysal Yntemler-Ekonometri

Lina KARABETYAN
KURUMSAL TBAR YNETMNN NEM VE TBARI ETKLEYEN BLEENLERN LOJSTK REGRESYON ANALZ YARDIMIYLA BELRLENMES
 
tibar, payda gruplarn kendi alglar ve bilgi birikimleriyle kuruma ynelik yapm olduklar deerlendirmeleri ifade etmektedir. Bir rgtn en nemli deerlerinden biri itibar konusudur. Kurumsal itibar, kurumun somut olmayan bir deeri olmann yan sra, en nemli stratejik ve uzun vadeli rgtsel deeridir. Kurumsal itibar sayesinde kurumlar; pazar paylarn artrma, mterilerin ve dier paydalarn grlerini etkileme imkan yakalarlar. Kurumsal itibar oluturan bileenlerin nem dereceleri, farkl payda gruplar arasnda farkllk gsterebilecei gibi, ayn payda grubu iinde deiik zelliklere sahip bireyler arasnda da deiebilir. Bu almada, stanbulda Avrupa yakasnda faaliyet gsteren drt zel hastanede salk personeline ynelik itibar algsnn llerek, itibara etki eden faktrlerin belirlenmesi iin lojistik regresyon modeli, analiz edilmitir. Analiz sonucunda, itibar bileenleri odss oranlarna (exp (B)) bakldnda byklk srasna gre; vizyon ve liderlik, duygusal ekicilik, finansal performans, rn ve hizmet kalitesi, sosyal sorumluluk ve alma ortam biiminde sralanmtr. tibar iin en nemli bileen vizyon ve liderlik olmutur.

Anahtar Kelimeler: tibar, Kurumsal itibar Ynetimi, tibar Bileenleri


THE IMPORTANCE OF CORPORATE REPUTATION MANAGEMENT AND THE ANALYSIS OF LOGISTIC REGRESSION OF COMPONENTS AFFECTING REPUTATION
 
Reputation refers to the assessments made by stakeholder groups with their own perceptions and knowledge. One of the most important values of an organization is its reputation. Corporate reputation is an intangible value of the institution, in addition to being the most important strategic and long-term organizational value. Corporate reputation enables organizations to increase market share, influence the views of customers and other stakeholders. The importance of the components of corporate reputation may vary among different stakeholder groups, as well as among individuals with different characteristics within the same stakeholder group. In this study, logistic regression model was analyzed to determine the factors affecting the reputation of health personnel in four private hospitals operating on the European side of Istanbul. As a result of the analysis, reputation components are evaluated according to their odss ratio (Exp (B)) in order of magnitude.; vision and leadership, emotional attractiveness, financial performance, product and service quality, social responsibility and work environment are listed. The most important component for reputation has been vision and leadership.

Keywords: Reputation, Corporate Reputation Management, Reputation Component


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