Citation Number
2
Views
146
Downloands
42
Audio Listening
1
İnsanlar tarafından inşa edilen ve ancak insanların desteği ile var olabilen kurumlar için olumlu bir imajla algılanma önemli bir kaygıdır. Kurumsal imaj kurumlar için ihmal edilemez bir yaşamsal uzuv gibidir. Kurumsal varlığın devamı olumlu imajın sağlanması ve korunması ile mümkündür. Kurumsal imaj kurumun görsel unsurları, kültürü, felsefesi, davranışı, iletişimi, kurumsal sorumluluk faaliyetleri gibi geniş bileşenlerden oluşmaktadır. Kurumların hedef kitleleri nezdinde oluşturduğu algıların toplamına karşılık gelen kurumsal imaj, kurumsal tercihleri etkileyebilmektedir. Günümüzün bilinçli tüketicileri olan bireyler çeşitli ihtiyaçlarını karşılarken kurumların imajlarını dikkate almaktadır. Küresel rekabet koşullarından en çok etkilenen kurumlar arasında yer alan bankalar da bireylerinin günlük yaşamında önemli yere sahiptir. Bu açıdan bankalar da mevcut ve potansiyel müşterilerini korumak için kurumsal imajlarını olumlu yönde etkileyecek girişimlerde bulunmaktadır. Bu faaliyetler kurumsal sosyal sorumluluk, kurumsal iletişim, kurumsal kimlik, kurumsal davranış gibi kurumun imajını etkileyen unsurlara yönelik gerçekleştirilmektedir. Bu çalışma halkla ilişkiler literatüründe eksikliği görülen doğrudan finans kurumlarının kurumsal imajlarına yönelik belirleyicilerin neler olduğu konusunu araştırmayı amaçlamıştır. Buna yönelik olarak Konya il merkezinde 18 yaş üzeri 558 katılımcı ile yüz yüze anket tekniği kullanılarak Nisan-Haziran 2019 tarihlerinde bir alan araştırması gerçekleştirilmiştir. Araştırma Konya il merkezindeki 18 yaş üzeri bireylerle sınırlandırılmıştır. Ancak bu araştırma banka tercihlerini belirleyen kurumsal imaj belirleyicilerine yönelik yapılan araştırmaların neredeyse çok sınırlı olmasından dolayı önemli görülmektedir. Çalışmanın bulgularına göre 18-25 yaş grubundaki çoğunluğu üniversite öğrencisi olan, kredi kartı olan ve online bankacılık hizmetleri alan katılımcılar banka tercihlerinde güvenlik değişkenini en çok önemseyenler olmuştur. Ancak kurumsal imajı belirleyen kurumsal davranış, kurumsal iletişim, kurumsal görünüm (görsel kimlik) ve sosyal sorumluluk değişkenlerine yönelik yargılarda ayrıca tüm katılımcılar tarafından önemsenmektedir. Bu sonuçlara göre bankalar kurumsal imajlarına yönelik üretecekleri politikalarda güvenlik başta olmak üzere, diğer kurumsal imaj belirleyicilerine de oldukça önem vermeleri gerektiği değerlendirilmiştir.
It is an important concern to be perceived with a positive image for institutions that are built by people and can exist only with the support of people. The corporate image is like an unforgettable living sphere for institutions. The continuation of the corporate existence is possible with the provision and preservation of the positive image. The corporate image consists of broad components such as the visual elements of the institution, culture, philosophy, behavior, communication, corporate responsibility activities. The corporate image that corresponds to the sum of perceptions that the institutions create in front of the target audiences can influence the corporate preferences. Individuals with conscious consumers of today take into account the images of the institutions while meeting their various needs. Banks, among the institutions that are highly affected by global competition conditions, also play an important role in their daily lives. In this regard, banks are also in an effort to positively influence their corporate imagery to protect their existing and potential customers. These activities are carried out towards the elements that affect the image of the institution, such as corporate social responsibility, corporate communication, corporate identity, corporate behavior. This study aims to investigate what the determiners are to the corporate imagery of the direct financial institutions that are missing in public relations literature. For this purpose, a field research was carried out in the center of the province of Konya with 558 participants over the age of 18 using face-to-face survey technique in April-June 2019. The research is limited to individuals over the age of 18 in the center of Konya. However, this research is important because research on corporate image determiners that determine bank preferences is almost very limited. According to the findings of the study, the majority of students in the age group of 18 to 25 were university students, credit cards and online banking services, who were very concerned about the security variables in their banking preferences. But the corporate image determining corporate behavior, corporate communication, corporate appearance (visual identity) and social responsibility variables are also considered by all participants. According to these findings, the banks should pay great attention to other corporate image determiners, including security, in their policies that they will produce towards their corporate imagery.
Perceived with a positive image is an important concern for the organizations that are built by people and can only exist with the support of people. Corporate image is a vital part of the organization that cannot be neglected. The continuation of the corporate asset is possible by achieving and maintaining a positive image. Corporate image consists of a wide range of components such as visual elements, corporate philosophy, corporate behavior, corporate communication and corporate social responsibility activities. The corporate image, which is the total perceptions created by the target groups of the corporations, may affect the corporate preferences. Individuals, who are today’s conscious consumers, pay more attention to the images of corporations while suppliying their various needs. Banks, which are among the corporations most affected by the global competition conditions, have an important place in the daily life of their target audiences. In this respect, banks attempt various initiatives, which would positively affect their corporate image, to protect their existing and potential customers. These activities are carried out for the factors, which affect the corporate image, such as corporate social responsibility, corporate communication, corporate identity and corporate behavior. The aim of this study is to investigate the determinants of the corporate image of financial institutions which are lacking in public relations literature. For this purpose, a field survey was conducted in Konya city center between the months of April and June 2019 by using face-to-face survey technique with 558 participants over 18 years of age. The study was limited to individuals over the age of 18 in Konya city center. However, this research is considered important because of the limited number of studies conducted on corporate image determinants that determine bank preferences. As a result, participants in the 18-25 age group, most of them university students, who have credit cards and who receive online banking services, give more importance to the security factor in bank preferences. However, corporate behavior, corporate communication, visual identity and social responsibility factors that determine corporate image are also considered by all participants. According to these results, it can be stated that banks should give importance especially security factor and other corporate image determinants in their policies for corporate image.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
Article Detail 
Citation Owners
Similar Articles
Download PDF
Journal Information
Listen Paper
Print This Page
Share
Mendeley
