Corporate Reputation of Commercial Bank of Ethiopia
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Date
2018-11
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Addis Ababa University
Abstract
The general objective of the study was investigation of corporate reputation of Commercial Bank of Ethiopia. To carry out this study the researcher used quantitative approach. The data collection instrument used were questionnaire and interview schedule. The total survey sample population consisted of 250 customers and employees of Commercial Bank of Ethiopia. From the distributed questionnaire 232 of them properly filled and returned back. The data obtained from the sample was analyzed using descriptive statistics (frequency, percent, mean and standard deviation) and inferential statistics more specifically correlation and regression. The findings indicated that the individual dimensions of corporate reputation had positive and significant relationship with the composite dimension of corporate reputation. Further regression analysis showed that the six pillars of corporate reputation explained by 79.4 % of the dependent variable. Moreover, based on the finding of the study recommendations are presented. Commercial Bank of Ethiopia and board of the Commercial Bank, board of directors and process council members should work on maintaining the emotional appeal of customers, employees and managers to maintain corporate reputation; work to deliver quality products and service to customers, employees and managers to maintain corporate reputation; work financial performance of the bank to maintain corporate reputation; should address vision and leadership to maintain corporate reputation; work to improve work place environment to maintain corporate reputation; work to maintain social responsibility to maintain corporate reputation.
Key words: corporate, reputation, reputation quotients, commercial bank of Ethiopia
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Keywords
corporate, reputation, reputation quotients, commercial bank of Ethiopia