Hvordan kan vi måle omdømme?

1. Hvordan kan vi måle omdømme? Based on: Luoma-aho,Vilma “Neutral Reputation and Public Sector Organizations”, Corporate Reputation Review, 2007

2. PD Offers high quality Err_1 e1 products and services PD Good value for Err_2 the money Products PD Stands behind its products Err_3 and services Err_4 PD Meets customer needs .96 e2 Inn Is an innovative Err_5 company Inn Generally first Innovation Err_6 to market Inn Adapts quickly Err_7 to change .93 e3 WP Rewards its Err_8 employees fairly WP Concern for the health Err_9 Workplace and well-being of its employees Good Feeling e8 .96 .88 About WP Offers equal opportunities .96 Err_10 in the workplace e4 Gov Open and transparent Err_11 .96 .99 e9 Confidence Governance Dep. Var Reputation Err_12 Gov Behaves ethically .96 Gov Is fair in the way it Err_13 does business e5 Admire and e10 Citiz Acts responsibly to Respect Err_14 protect the environment Citiz Has a positive influence Citizenship Err_15 .92 on society Overall Citiz Supports good causes e11 Err_16 Reputation e6 L Is a well organized Err_17 company L Has a strong and Err_18 Leadership appealing leader WP Has excellent Err_19 managers L Has a clear vision for Err_20 its future e7 Err_21 Perf Is a profitable company Performance Perf Delivers good Err_22 financial results Perf Shows strong Err_23 prospects for future growth From Private Sector Measurement - RepTrak .93 .89 .93 .92 .92 .92 .94 .95 .97 .94 .93 .95 .95 .98 .95 .94 .95 .97 .94 .93 .89 .95 .91 .83 .95 .93

3. Reputation Construct & Support Behavior (SEM) I would purchase err_5 the products/services I would recommend err_6 .80 the products/services Company .88 err_1 .92 Feelings .85 I would invest err_7 Company err_2 .77 Admiration Behavior Reputation .87 I would work err_8 .68 Company err_3 Confidence .92 I would say something .77 err_9 positive .85 Overall Company err_4 If I was faced with a product .75 Reputation or service problem, I would err_10 trust them to do the right thing .80 If I had the opportunity, I would recommend it as err_11 an investment Goodness-of-Fit Index = .911; Comparative Fit Index = .944

4. Private Sector measurements not always applicable to Public Sector Public sector organizations serve as legislators, officials, regulators, educators, development and research centers, and as such cannot always please all stakeholders.

5. Public sector organizations cannot afford to differ too much from each other • Their products and services are dictated to a large extent by legislation • This limits the amount of uniqueness that is possible. • There is the need to do better than other public sector organizations to create a reputational advantage • But there is the need to maintain stability

6. Public sector organizations have the force of law; hence stakeholders have no choice over whether to accept them, except through long-term democratic decision-making.

7. For public sector organizations, reputation is typically linked with high expertise and trustworthiness along with rather poor service and bureaucratic functions, often a mixture of the good and the bad

8. Excellent reputation is risky for the public sector • The better the reputation, the further the fall if something unexpected should occur. • For public sector organizations, this risk may often be too high to take, as their functions require stakeholder trust no matter what the situation.

9. Excellent reputations require constant cultivation. • Public funds are often scarce and the cultivation of reputation is rarely at the top of the agenda, no matter how great the need.

10. Reputation variables • Authority– • distant – humane; bureaucratic – flexible; static – dynamic • Esteem • Trust • Service • Efficiency

11. Using resources to achieve excellent or superior repuation might not be possible or wise.