기업명성의 개념 정립과 한국형 명성지수개발에 관한 연구 = A Study on the Development of Korean Corporate Reputation Index

국문 초록 (Abstract)

본 연구의 목적은 기업명성의 개념을 정립하고 기업명성을 통합적으로 측정할 수 있는 명성지수를 개발하는 것이다. 특히 한국기업의 특성을 반영하는 명성지수를 개발하기 위해서 다음과 같은 여러 단계를 거쳐서 지수를 정화하고 신뢰도와 타당도를 확보하였다.
1단계로 문헌연구와 전문가 23명의 심층인터뷰를 거쳐서 한국기업명성의 특성을 반영하는 기업명성 구성요소를 개발하였으며, 이는 3개 차원의 77개 항목으로 구성되었다. 2단계에서는 15명의 학계 및 업계 전문가를 대상으로 하여 전문가 오딧을 실시하여 최종 45개 항목으로 명성지수를 재구성하였다. 3단계에서는 400명의 일반인을 대상으로 서베이를 실시하였고, 마지막 단계로 요인분석과 구조방정식 등을 거쳐 신뢰도 및 타당도를 확보하였다.
신뢰도 및 타당도 검정을 통해 확정된 3개 차원의 8개 요인은 다음과 같다. 기업 정체성 차원의‘기업철학/문화 요인’,‘ CEO 리더십 요인’, 기업 경영전략 차원의‘브랜드 가치 요인’, ‘경영성과 요인’,‘ 인적 자산 요인’그리고 기업 커뮤니케이션 차원의‘통합 커뮤니케이션 요인’,‘ 쌍방 커뮤니케이션 요인’,‘ 이미지 관리 요인’등이다.
본 연구는 기존의 명성지수와는 달리 커뮤니케이션 요인까지 포괄한 지수를 개발했다는 점에서 차별성을 갖는다. 또한 이 지수는 한국형 명성지수의 특성을 반영하고 있는데, 그것은 윤리성과 사회공헌활동이 기업철학으로 연결된 기업이라야 명성을 확보할 수 있다는 점이다. 따라서 기존 명성연구의 영역을 커뮤니케이션 영역과 접목한 점과 한국형 명성지수의 특성을 반영한 지수를 개발했다는 점에서 연구의 의의를 찾을 수 있다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to define a concept of corporate reputation and develop a corporate reputation index that can measure the integrated corporate reputation. In particular, while most corporate reputation factors and models have been developed in America, no measurement scale in Korea has been developed so far. The index developing process for measuring South Korean corporate reputation can reveal the unique characteristics in Korea.
The study have gone through the multiple research stages such as extensive literature review, in-depth interviews, professional audits and survey. The finalized index dimensions through confirmatory factor analysis include the corporate identity dimension, the corporate management strategy dimension, and the corporate communication dimension.
On the reputation attributes, intrinsic attributes such as revenue, profit, performance or corporate philosophy were thought as most important factors, while it was also indicated the importance of communication as the attribute influencing corporate reputation. This result shows that future study on corporate reputation needs to pay attention to the attribute of corporate communication, as well as to the intrinsic attributes of corporate.

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