CORPORATE REPUTATION MEASUREMENT FOR THE PRIVATELY RUN BANKING INDUSTRY IN TAIWAN

Jui-Kuei Chen and I-Shuo Chen

Global Journal of Business Research, 2009, vol. 3, issue 2, 65-75

Abstract: A corporation’s reputation can impact customer loyalty and behavior (Barich & Kotler, 1991; Nha & Gaston, 2001). It can also increase a firm’s competitive advantage (Hoopes et al., 2003), especially for firms in the service industry (Cretu & Brodie, 2007). More than ever before, people in Taiwan seek to receive high levels of quality service. That is, firms with better corporate reputations have more opportunities to earn a profit from customers. A previous review indicated there is an increasing amount of research in Taiwan that focuses on measuring the effects of corporate reputation (Chen & Chen, 2008). Studies that focus on the banking industry are rare, however, and studies examining the privately run banking industry are even more so. The aim of this study, therefore, is to measure the corporate reputation of the top five privately run banks, ranked according to the latest evaluating factors proposed by Hung (2002). The results indicate that E. Sun Bank has the highest corporate reputation in comparison to the other four banks investigated. The other four banks are: Taipei Fubon Bank, Taiwan Business Bank, Cathay United Bank, and Chang Hwa Commercial Bank. Both a discussion of this study’s key findings as well as suggested directions for future research are provided in this study.

Keywords: corporate reputation; privately run banks; customer loyalty and behavior (search for similar items in EconPapers)
JEL-codes: C02 M10 (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (2)

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