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Corporate Reputation Measurement For The Privately Run Banking Industry In Taiwan

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  • Jui-Kuei Chen
  • I-Shuo Chen

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.

Suggested Citation

  • Jui-Kuei Chen & I-Shuo Chen, 2009. "Corporate Reputation Measurement For The Privately Run Banking Industry In Taiwan," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 3(2), pages 65-75.
    • Handle: RePEc:ibf:gjbres:v:3:y:2009:i:2:p:65-75
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    References listed on IDEAS

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    1. David G. Hoopes & Tammy L. Madsen & Gordon Walker, 2003. "Guest editors' introduction to the special issue: why is there a resource‐based view? Toward a theory of competitive heterogeneity," Strategic Management Journal, Wiley Blackwell, vol. 24(10), pages 889-902, October.
    2. Carl Shapiro, 1982. "Consumer Information, Product Quality, and Seller Reputation," Bell Journal of Economics, The RAND Corporation, vol. 13(1), pages 20-35, Spring.
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    5. Hayagreeva Rao, 1994. "The Social Construction of Reputation: Certification Contests, Legitimation, and the Survival of Organizations in the American Automobile Industry: 1895–1912," Strategic Management Journal, Wiley Blackwell, vol. 15(S1), pages 29-44, December.
    6. Scott Shane & Daniel Cable, 2002. "Network Ties, Reputation, and the Financing of New Ventures," Management Science, INFORMS, vol. 48(3), pages 364-381, March.
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    Cited by:

    1. Francisco Javier Forcadell & Elisa Aracil, 2017. "European Banks' Reputation for Corporate Social Responsibility," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(1), pages 1-14, January.
    2. Dung Phuong Hoang & Ngoc Thang Doan & Thi Hong Hai Nguyen, 2022. "An expanded model of bank reputation in the context of the Covid-19 crisis: a vietnamese contribution," SN Business & Economics, Springer, vol. 2(7), pages 1-28, July.

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    More about this item

    Keywords

    corporate reputation; privately run banks; customer loyalty and behavior;
    All these keywords.

    JEL classification:

    • C02 - Mathematical and Quantitative Methods - - General - - - Mathematical Economics
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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