Komercinių bankų įvaizdžio formavimas: pagrindiniai orientyrai
LTKiekviena organizacija turi įvaizdį. Tai vienodai taikoma verslo, nepelno organizacijoms, valstybinėms įstaigoms ir kitoms institucijoms. Kai organizacijos įvaizdis yra tinkamai valdomas, jis atspindi organizacijos kokybinius įsipareigojimus, pranašumą bei santykius su įvairiomis grupėmis: esamais ir potencialiais klientais, darbuotojais bei būsimu personalu, konkurentais, partneriais, vyriausybe ir visuomene. Šiandien, kai bankininkystės verslas patiria esminius pokyčius, bankams yra būtina suprasti savo darbuotojus, klientus, visuomenę bei įvaizdį kurį šios grupės turi. Šio straipsnio tikslas identifikuoti pagrindinius Lietuvos komercinių bankų įvaizdžio formavimo orientyrus. Straipsnyje pateikiamas konceptualus banko įvaizdžio formavimo modelis. Pagrindinis straipsnyje aptariamo tyrimo rezultatas – transformacijos laikotarpiu Lietuvos komercinių bankų įvaizdis gali būti vystomas dviem kryptimis: atskiras bankas gali formuoti ir valdyti savo įvaizdį, tuo pačiu gali būti kuriamas ir bendras Lietuvos bankininkystės įvaizdis.
EN[…] The purpose of the article is to identify the main orientation of image management of Lithuanian banks. At the time when banking industry goes through dramatic changes, it becomes imperative for banks to understand their employees, consumers and general public and the image these stakeholders hold. […] When the bank image is respectively managed it will expose the level of the organizations engagement to quality, excellence and relationships with its various constituents - current and potential customers, partners, government employees and future staff, competitors, and the general public. But corporate image management is not a design assignment or graphic solution. Most importantly, corporate image management is not a one-off task, but rather an on-going program and continuous process. From the academic point of view in Lithuania there were only few studies on the development and management of bank image, previously. In other countries, management and academics are showing a renewed interest in the area, which include those undertaking research in human resources, strategic management, public relations, marketing communication, organizational behaviour, reputation management. This article involves two parts. Firs the literature review was undertaken to help design the investigation guide and second, the research results presented. In the literature review of this article authors presents the conceptual model of bank image management. A set of eight factors influencing bank image identified.These factors are: strategic management, human resources management, quality management, public relations, integrated marketing communication, reputation management, identity management, crisis management. The data for this investigation was collected from two groups of experts. The first group of experts was made from persons who are responsible for corporate image management in their banks. The second group of experts was conducted with twenty experts who have expertise in either the banking or corporate image areas. Only 30% of outside experts give positive evaluation of image management of Lithuanian banks, 40% - suggest that image management of these institutions is satisfactory and 40% - negative. Our analysis suggests that the image of institutions, Lithuanian banks, is not managed properly and must be improved. The main result of the investigation is that, during the transitional period for Lithuanian society, the image of Lithuanian banks can be developed in two ways: a separate institution can create and manage its individual image or it is possible to form the image of entire system of Lithuanian banks. More than 50% of respondents (persons who are responsible for corporate image management in their banks) suggested that development of such strategy is advisable and 37% - essential. 60% outside ' experts support this motion. Accordingly we can propose that such orientation can be useful not only for entire system of Lithuanian banks, but also for separate institution and all society of Lithuania.
