企業聲譽限制因素之探討

The Study of Corporate Reputation Limitation

陳敬倫(Ching-Lun Chen)

指導教授 ： 歐瑋明

共同指導教授 ： 施佳玫

崑山科技大學/商業管理學院/企業管理研究所/碩士(2010年)

摘要

企業聲譽(corporate reputation)為利害關係人對於企業長期的一個整體評價，此評價是基於利害關係人對企業的直接感受，及任何其他有關於企業的行為、資訊溝通及象徵符號的訊息。對企業而言企業聲譽是種最難取得的資源，因其需經過長時間的累積，並是企業管理者在施行管理決策時的重要考量因素。而企業聲譽的合法性是源自於組織對利害關係人團體(不單單侷限於顧客)的重視，且受到多方因素的影響。
本研究主要探討企業聲譽產生限制現象之因素，並邀請九位受訪者（含括五種零售業業態）進行深度訪談以進行原始資料採集。按主題分析法（thematic analysis）的詮釋循環原則分析後，得到結論及因素，並以三階層之方式呈現。第一階共命名兩大主題「關係與感覺之下的消費者行為」、「企業與消費者」；兩大主題下之第二階共細分為五個次主題「人情禮物的包袱」、「服務人員的表現」、「經驗與感覺」、「供給需求的擺盪天秤」、「利益便利」；五個次主題下之第三階共細分為九個次主題「人情味的溫暖」、「服務人員的表現」、「通融」、「美好的記憶」、「嚐鮮」、「商品(服務)知識的具備與否」、「商品(服務)的高替代性」、「回歸商品(服務)本質」、「地利的方便」。最後，依研究結論，針對管理意涵與後續研究提供具體建議。

關鍵字

企業聲譽 ； 消費者行為 ； 質性研究

並列摘要

Corporate reputation is the stakeholders’ overall assessment of a company over time. The assessment is based on the direct experience of enterprise stakeholders, and any other act on business, information communication and symbol messages. Corporate reputation is the most difficult resource to obtain, because a long period of accumulation is needed. The legitimacy of corporate reputation is derived from the organization of the stakeholders groups attention, and by multi-factors.

This study focuses on corporate reputation limitation, and nine of the respondents were invited (including five types of retailers) by depth interviews during the original data collection. We analyzed the text data based on the principles of hermeneutic circle within the realm of thematic analysis. The results indicate two main contextual meanings. The two main contextual meanings were named of "Relationship between the consumer behavior and feeling," and "Corporate and consumers"; Two main contextual meanings under the second stage were divided into five sub-themes of "compassionate gift and burden", "service performance of individual officers", " experiences and feelings", "scales at both ends of the demand and supply", " the interests of convenience "; five sub-themes under the third stage were divided into nine sub-themes of "guanxi", "service personnel performance ", " accommodation", " good memories", "early adopters", "goods (services) knowledge", " alternative goods (services)", "goods (services) quality", and "convenience of location”. Finally, according to the findings, we give suggestions of the further research of corporate reputation.

並列關鍵字

Corporate Reputation ； Consumer Behavior ； Qualitative Research

參考文獻

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