Kurumsal Kimliğin Gücünün Müşteri Nezdinde Kurumsal İtibar Yaratmadaki Rolü: Bankaların Kurumsal Müşterileri Üzerine Bir Araştırma

Abstract

Bu çalışmada, kurumsal kimliğin gücünün çok boyutlu bir kavram olan kurumsal itibar üzerindeki etkileri incelenmektedir. Araştırma, 2016 yılı itibariyle Türkiye Bankacılık Sistemine kayıtlı olup faaliyet gösteren 34 mevduat bankası, 13 kalkınma ve yatırım bankası ile Türkiye Katılım Bankaları Birliğine kayıtlı olup faaliyet gösteren beş katılım bankası olmak üzere toplam 52 banka üzerinde gerçekleştirilmiştir. Bankaların üst, orta ve alt düzey yönetim pozisyonlarında çalışan yöneticilerinden ve söz konusu bankaların kurumsal müşterilerinden elde edilen 209 adet eksiksiz veri Yapısal Eşitlik Modellemesiyle (YEM) analiz edilmiştir. Araştırma analizleri SPSS ve SmartPLS istatistik programları kullanılarak yapılmıştır. Araştırma sonuçları, kurumsal kimliğin gücünün sırasıyla kurumsal itibarın ürün ve hizmetler, vizyon ve liderlik ile finansal performans boyutları üzerinde pozitif yönlü oldukça güçlü bir etkisinin olduğunu göstermektedir.

Keywords

• Kurumsal Kimliğin Gücü
• Kurumsal İtibar
• Bankacılık Sektörü.
• Kurumsal Kimlik

The Role Of Corporate Identıty Strength In Buıldıng Corporate Reputatıon In The Eyes Of Customers: A Study On Banks’ Corporate Customers

Abstract

In this study, the effects of corporate identity strength on corporate reputation, which is a multidimensional concept, are examined. The research was carried out a total of 52 banks: 34 deposit banks, 13 development and investment banks registered and operating in the Turkish Banking System and five participation banks registered and operating in Turkey Participation Banks Association System as of 2016. 209 complete data, obtained from the managers who are in senior, middle or lower management positions of the 52 banks and the corporate customers of these banks, were analyzed with Structural Equation Modeling (YEM). Research analyses were performed by using SPSS and SmartPLS statistical programs. The results of the research show that the corporate identity strength has a very strong positive impact on the product and services, vision and leadership, and financial performance dimensions of corporate reputation, respectively.

Keywords

• Corporate Identity Strength
• Corporate Reputation
• Banking Sector
• Corporate Identity
• Kurumsal Kimlik

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