Corporate Reputation of Bank of Abyssinia
| dc.contributor.advisor | Amanuel Gebru (PhD) | |
| dc.contributor.author | Yohannes Moges | |
| dc.date.accessioned | 2024-09-30T11:01:57Z | |
| dc.date.available | 2024-09-30T11:01:57Z | |
| dc.date.issued | 2024-05 | |
| dc.description.abstract | The general objective of the study was to assess corporate reputation management at the Bank of Abyssinia. To conduct the study, the researcher employed a quantitative approach, focusing on employee, customer based, and social media engagement dimensions. The total survey sample consisted of 203 employee respondents and 250 customer respondents, all of them completed and returned the questionnaires. The data obtained from the sample were analyzed using descriptive statistics (frequency, percent, mean, and standard deviation) and inferential statistics, specifically correlation and regression. The findings indicated that the employee dimension of corporate reputation had a positive and significant relationship with the composite dimension of corporate reputation. Further regression analysis revealed that the six pillars of corporate reputation explained 89.8% of the dependent variable. The second point focused on customer-based corporate reputation, showing positive and significant relationships. Regression analysis indicated that the five factors of CBCR explained 88.4% of the dependent variable. Additionally, social media content analysis partially described engagement metrics, including likes, shares, comments, photos, videos, and followers. Based on the findings, recommendations were presented: Bank of Abyssinian staff should focus on strengthening emotional connections with customers, continue investing in enhancing quality and innovation, create a positive workplace culture, and invest in leadership development programs. Based on CBCR, the bank should prioritize customer experience and satisfaction, focus on customer retention strategies, and mitigate switching intentions. Digital marketing officers should maintain a consistent posting schedule to keep the audience engaged. Future studies should incorporate qualitative analysis, such as sentiment analysis and interviews. Key words: corporate, reputation, reputation quotients, customer based corporate reputation, Bank of Abyssinia | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/3484 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | corporate | |
| dc.subject | reputation | |
| dc.title | Corporate Reputation of Bank of Abyssinia | |
| dc.type | Thesis |