THE IMPORTANCE OF CORPORATE REPUTATION MANAGEMENT AND THE ANALYSIS OF LOGISTIC REGRESSION OF COMPONENTS AFFECTING REPUTATION

Abstract

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.