Lietuvoje veiklą vykdančių verslo organizacijų reputacija: vartotojų požiūrio įvertinimas

ENThere are no doubts about the importance of corporate reputation measurement to organizations. Constant measurement of corporate reputation from the view of its stakeholder groups can indicate what efforts organizations need to undertake in order to achieve the desired level of corporate reputation. Increasing interest of scholars, media and organizations towards the measurement of corporate reputation resulted in a variety of different corporate reputation measurement methods. Most commonly used view towards measurement of corporate reputation is based on social expectations towards organizations. RepTrak method of corporate reputation measurement is most widely acknowledged and most widely used in the international practice for the evaluation of stakeholder groups’ view. It is presumed that RepTrak method could be used for the measurement of corporate reputation of Lithuanian based business organizations as well. This paper analyzes corporate reputation of Lithuanian based business organizations. It presents empirical research that evaluates corporate reputation of seven Lithuanian based business organizations on the basis of internationally valid corporate reputation measurement method – RepTrak. Empirical research also evaluates each indicator and factor of corporate reputation from the view of customers at each Lithuanian based business organization. The aim of this paper is to undertake empirical research of Lithuanian based business organizations’ reputation from the view of customers while using corporate reputation measurement method most suitable for the context of business organizations.The objectives of the paper are as follows: after substantiation of the need and importance for corporate reputation measurement, critically evaluate corporate reputation measurement methods; prepare and substantiate methodology of empirical research; undertake empirical research of Lithuanian based business organizations’ reputation from the view of their customers, while using corporate reputation measurement method that is most suitable for such type of organizations. Research results indicate that corporate reputation of Lithuanian based business organizations is mostly weak. Only one organization out of seven proved to have corporate reputation of average level. For this reason organizations evaluated in this paper should be very active in improvement of its corporate reputation from the view of its most important stakeholder group – customers.