Kurumsal kimlik ve itibar ilişkisi: Mustafa Kemal Üniversitesi'nde bir araştırma
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Dosyalar
Tarih
2015
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Hatay Mustafa Kemal Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Kurumsal itibarın kurumsal kimlik üzerinde etkili bir unsur olabileceği, aralarında anlamlı bir ilişki varsayımına dayalı olarak yürütülen bu çalışmanın temel amacı, Mustafa Kemal Üniversitesi'nin akademik ve idari personel nezdinde algılanan itibar düzeyi, kurumsal kimlik konusunda önemli etkenleri belirlemeye yöneliktir. Çalışma kapsamına Mustafa Kemal Üniversitesi'nde görev yapan akademik ve idari personel dâhil edilmiştir. Araştırmada nicel veri toplama yöntemlerinden anket tekniği kullanılarak veriler toplanmıştır. Elde edilen veriler SPSS 21 (Statistical Package For Social Sciences) programı kullanılarak analiz edilmiştir. Bu analizlerde, değişkenler arasındaki ilişkileri, değişkenler arasındaki farklılıkları ve değişkenlerin birbirleri üzerindeki etkisini belirlemeye yönelik analiz teknikleri kullanılarak araştırma sorularına cevap aranmaya çalışılmıştır. Araştırma sonucunda araştırmaya katılanların kurumsal itibar algıları oluşturan boyutlar (duygusal cazibe, liderlik, ürün ve hizmetler, güvenilir olma, sosyal sorumluluk, vizyon, farklılık ) ve kurumsal kimlik arasında pozitif yönlü ve anlamlı bir ilişki olduğu sonucuna ulaşılmıştır. Ayrıca araştırmaya katılanların kurumsal itibar ve kurumsal kimlik algılarının yüksek düzeyde olduğu sonucuna da ulaşılmıştır.
Aim of this study which was based on assumption that corporate reputation management is an effective element on corporate identity and there is a significant difference between them was to identify reputation level of Mustafa Kemal University according to academic and administrative staff of the university, and to reveal the elements that are important in corporate identity. The academic and administrative staff working at Mustafa Kemal University were included in the research. In the study, the data were obtained via survey technique – one of the quantitative data collection methods. The data collected were analyzed by using SPSS 21 (Statistical Package For Social Sciences) program. In this analysis, research questions were tried to be answered by using analysis techniques in order to define the relationship and the differences between variables, and effects of the variables on each other. At the end of the study, it was concluded that there was a positive oriented and significant relationship between the dimensions (affective attraction, leadership, products and services, reliability, social responsibility, vision, diversity) composing corporate reputation perceptions of the research participants and corporate identity. It was also concluded that corporate reputation and corporate identity perceptions of the participants were high.
Aim of this study which was based on assumption that corporate reputation management is an effective element on corporate identity and there is a significant difference between them was to identify reputation level of Mustafa Kemal University according to academic and administrative staff of the university, and to reveal the elements that are important in corporate identity. The academic and administrative staff working at Mustafa Kemal University were included in the research. In the study, the data were obtained via survey technique – one of the quantitative data collection methods. The data collected were analyzed by using SPSS 21 (Statistical Package For Social Sciences) program. In this analysis, research questions were tried to be answered by using analysis techniques in order to define the relationship and the differences between variables, and effects of the variables on each other. At the end of the study, it was concluded that there was a positive oriented and significant relationship between the dimensions (affective attraction, leadership, products and services, reliability, social responsibility, vision, diversity) composing corporate reputation perceptions of the research participants and corporate identity. It was also concluded that corporate reputation and corporate identity perceptions of the participants were high.
Açıklama
Anahtar Kelimeler
Kamu Yönetimi, Public Administration ; İşletme, Kurumsal İtibar, Kurumsal İtibar Yönetimi, kurumsal kimlik, Corporate Reputation, Corporate Reputation Management, Corporate Identity
