Corporate reputation in the Ghanaian banking industry -a case of Ghana Commercial Bank Limited
Loading...
Date
2008-08-25
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Corporate reputation captures a combination of social and economic contributions that a firm makes to its different stakeholders. Besides other favourable outcomes, a positive reputation allows a firm to bond customers and charge premium prices, attract better applicants for its workforce, lower costs of capital by attracting investors (Little and Little 2000; Eberl and Schwaiger 2005).
Emperical evidence on customer-employee perception of corporate reputation has remained scarce in Ghana. Therefore, the objective pursued by this piece of work is to evaluate, discuss and analyze the level, threats and elements driving corporate reputation in Ghana Commercial bank. Questionnaires and interviews were used to solicit for data. The profit and loss accounts and the balance sheet for the'period of 2002 - 2006 were also used to assess the financial soundness of the bank. After reviewing literature factors such as customer service, quality of products, treatment of employees, social responsibility, and financial performance tend to affect corporate reputation.
In terms of quality of products and effective communication, GCB is highly reputable whilst even though reputable in terms of customer service and treatment of employees, it is not highly reputable as the former attributes. The risks that tend to threaten GCB's reputation include unethical corporate behavour, personal malfeasance, customer, media and little government criticism. Again customer
service, treatment of employees, quality of product, ability to innovate and ability to
communicate effectively mostly drive the bank's reputation.
Description
A thesis submitted to the College of Arts and Social Sciences, KNUST School of Business in partial fulfilment of the the requirements of Master of Business Administration (Banking and Finance), 2008