Öz
Kamu kurumları ulusal, bölgesel ve yerel nitelikteki
kamusal hizmetleri yerine getirirler. Bu görevlerini siyasal iktidarın politika
ve kararları doğrultusunda yaparlar. Bu özellikleri, onlar hakkında genel bir
bakış açısı doğurmakla birlikte, kamu kurumlarına duyulan güveni ve onların
kurumsal itibarını da oluşturur. Vatandaşların artan ihtiyaçlarına ve değişen
tercihlerine etkin ve rasyonel bir biçimde cevap vermek kadar kurumun itibarı önemlidir.
Kamu sektöründe, itibarın altında güven
vardır. Kamu sektörü örgütlenmesinde merkeziyetçiliğin benimsenmesinin önemli
nedenlerinden biri de kamuya yani devlete duyulan güvenin zarar görmesinin
önüne geçme isteğidir. İtibar, kamu kurumları tarafından yerine
getirilen hizmetler ve varlık nedenleriyle ilgili kamuoyunda kendileri hakkında
oluşan düşünce ve algıdır. İtibar yönetimi ise, muhatapların kurum ve kurumsal
hizmetler hakkında ne düşündüğünü veya ne hissettiğini belirleme süreci olup,
söz konusu düşünce ve algıların kurumsal hedeflere katkı sunacak şekilde
oluşmasını bilinçli bir biçimde sağlamaya çalışmaktır. Bu nedenle, kurumsal itibarın doğru
yönetilmesinin ve değerlendirilmesinin bilimsel ilke ve metotlara göre
yapılması büyük önem arz etmektedir. Bu çalışmada, kurumsal itibarın başarılı
bir biçimde yönetilmesi, ölçülmesi ve değerlendirilmesi üzerinde durulmuş, özel
sektörde başarılı bircimde uygulanan modelin kamu sektörüne uygulanabilirliğini
tartışılmıştır.
Anahtar Kelimeler
Kamuda İtibar Yönetimi İtibar Değerlendirme Modeli Kurumsal İtibar
Kaynakça
- Abratt, R. andKleyn, N. (2012) Corporate Identity, Corporate Branding and Corporate Reputations: Reconciliation and Integration. European Journal of Marketing.Vol 46 no. 7/8 pp 1048- 1063 Barnett, M. L., Jermier, J. M., and Lafferty, B. A. (2006) Corporate Reputation: The Definitional Landscape. Corporate Reputation Review.Vol. 9 No. 7 p 26-38. Palgrave Reputation Review Bontis, N., Booker, L. D., and Serenko, A. (2007) The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry. Management Decision.Vol 45.No. 9 pp 1426- 1445. www.emeraldinsight.com Carpenter, D. (2010) Reputation and Power: Organisational Image and Pharmaceutical Regulation at the FDA. Princeton University Press: USA Chun, R. (2005) Corporate Reputation: Meaning and Measurement. International Journal of Management Review. Vol. 7 no. 2 pp 91- 109 Robert, P.W. and Dowling, G.R. (1997). The value of a firm’s corporate reputation: how reputation helps and sustain superior profitability. Corporate Reputation Review, 1(1/2), 72–76. Fombrun, C.J., (2005), Reputation Management: A Framework for Measurement and Evaluation, PR Week Bussiness School Seminar Series. 1-43. Fombrun, C. J., Gardberg, N. A., and Sever, J. M. (2000) The Reputation Quotient: A multi-stakeholder measure of corporate reputation. Journal of Brand Management. Vol. 7 no. 4 pp 241- 255 Fombrun, C., and van Riel, C. (1999) The Reputational Landscape. Corporate Reputation review Vol 1 (1 and 2), 5-13 Hatch, M. J., and Schultz, M. (1997) Relations between organisational culture, identity and image. European Journal of Marketing vol. 31 no. 5/6 pp 356- 365 Hughes, O. E. 1998. Public management and administration. An introduction. South Yarra: Macmillan Press. Hutton, J. G., Goodman, M. B, Alexander, J. B., and Genest, C. M. (2001).Reputation Management.The new face of corporate public relations.Public Relations Review vol 27 no 3 pp 247- 261 Hood, C. 1995. "The New Public Management in the 1980s - Variations on a Theme". Accounting Organizations and Society 20 (2-3):93-109. Knox, S., and Bickerton, D. (2003) The six conventions of corporate branding. European Journal of Marketing vol. 37 no. 7/8 pp 998- 1016 Nakra, P. (2000) Corporate reputation management: CRM with strategic twist? Public Relations Quarterly. Vol 45 no. 2 pp 35- 47 Petrokaite, K., and Stravinskiene, J. (2013) Corporate Reputation Management Decisions: Customer’s Perspective. InzerineEkonomika- Engineering Economics.Vol 24 no. 5 pp 496-506 Schwaiger, M (2004) Components and Parameters of Corporate Reputation. An Empirical Study.Schmalenbach Business Review Vol 56 pg 46- 71 Tkalac, A., and Vercic, D. (2007) Reputation as matching identities and images: Extending Davies and Chun’s (2002) research gaps between internal and external perceptions of the corporate brand. Journal of Marketing Communications. Vol. 13 no. 4 pp 277-290 Williams, S., and Moffart, M.A. (1997) Corporate image as an impression formation process: Prioritizing personal, organisational and environmental audience factors. Journal of Public Relations Research.Vol 9 no. 4 pp 237- 258 Waeraas, A. and Byrkjeflot, H., (2012), Public Sector Organizations and Reputation Management: Five Problems, International Public Management Journal, https://www.researchgate.net/publication/254322057
Öz
Kaynakça
- Abratt, R. andKleyn, N. (2012) Corporate Identity, Corporate Branding and Corporate Reputations: Reconciliation and Integration. European Journal of Marketing.Vol 46 no. 7/8 pp 1048- 1063 Barnett, M. L., Jermier, J. M., and Lafferty, B. A. (2006) Corporate Reputation: The Definitional Landscape. Corporate Reputation Review.Vol. 9 No. 7 p 26-38. Palgrave Reputation Review Bontis, N., Booker, L. D., and Serenko, A. (2007) The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry. Management Decision.Vol 45.No. 9 pp 1426- 1445. www.emeraldinsight.com Carpenter, D. (2010) Reputation and Power: Organisational Image and Pharmaceutical Regulation at the FDA. Princeton University Press: USA Chun, R. (2005) Corporate Reputation: Meaning and Measurement. International Journal of Management Review. Vol. 7 no. 2 pp 91- 109 Robert, P.W. and Dowling, G.R. (1997). The value of a firm’s corporate reputation: how reputation helps and sustain superior profitability. Corporate Reputation Review, 1(1/2), 72–76. Fombrun, C.J., (2005), Reputation Management: A Framework for Measurement and Evaluation, PR Week Bussiness School Seminar Series. 1-43. Fombrun, C. J., Gardberg, N. A., and Sever, J. M. (2000) The Reputation Quotient: A multi-stakeholder measure of corporate reputation. Journal of Brand Management. Vol. 7 no. 4 pp 241- 255 Fombrun, C., and van Riel, C. (1999) The Reputational Landscape. Corporate Reputation review Vol 1 (1 and 2), 5-13 Hatch, M. J., and Schultz, M. (1997) Relations between organisational culture, identity and image. European Journal of Marketing vol. 31 no. 5/6 pp 356- 365 Hughes, O. E. 1998. Public management and administration. An introduction. South Yarra: Macmillan Press. Hutton, J. G., Goodman, M. B, Alexander, J. B., and Genest, C. M. (2001).Reputation Management.The new face of corporate public relations.Public Relations Review vol 27 no 3 pp 247- 261 Hood, C. 1995. "The New Public Management in the 1980s - Variations on a Theme". Accounting Organizations and Society 20 (2-3):93-109. Knox, S., and Bickerton, D. (2003) The six conventions of corporate branding. European Journal of Marketing vol. 37 no. 7/8 pp 998- 1016 Nakra, P. (2000) Corporate reputation management: CRM with strategic twist? Public Relations Quarterly. Vol 45 no. 2 pp 35- 47 Petrokaite, K., and Stravinskiene, J. (2013) Corporate Reputation Management Decisions: Customer’s Perspective. InzerineEkonomika- Engineering Economics.Vol 24 no. 5 pp 496-506 Schwaiger, M (2004) Components and Parameters of Corporate Reputation. An Empirical Study.Schmalenbach Business Review Vol 56 pg 46- 71 Tkalac, A., and Vercic, D. (2007) Reputation as matching identities and images: Extending Davies and Chun’s (2002) research gaps between internal and external perceptions of the corporate brand. Journal of Marketing Communications. Vol. 13 no. 4 pp 277-290 Williams, S., and Moffart, M.A. (1997) Corporate image as an impression formation process: Prioritizing personal, organisational and environmental audience factors. Journal of Public Relations Research.Vol 9 no. 4 pp 237- 258 Waeraas, A. and Byrkjeflot, H., (2012), Public Sector Organizations and Reputation Management: Five Problems, International Public Management Journal, https://www.researchgate.net/publication/254322057
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 15 Ağustos 2019 |
| Yayımlandığı Sayı | Yıl 2019 Cilt: 6 Sayı: 7 |