Determining factors affecting the reputation of administrative furniture

Majid Azizi

doi:10.14254/jems.2019.4-2.1

Abstract

The present paper aims at assessment and prioritizing of reputation factors affecting the administrative furniture. To this end, after basic studies and review of other researches, 45 sub-criteria under 6 basic criteria of management, customer, services, social-cultural, technical and marketing- economic were recognized, and prioritized through analytical hierarchy process (AHP). To select the best criteria and sub criteria a questionnaire was designed and administered among 16 experts of furniture industry, and then evaluated considering the sub criteria. The results of synthesizing by AHP and Expert Choice software indicated that the main criteria of marketing –economic, customer, management and technical have respectively the highest scores, and also sub criteria of quality of product, customer loyalty, product price and the value of corporate brand have respectively been the most appropriate factors.

Highlights

The reputation of a company has attracted a lot of attention among marketing researchers (Walsh et al, 2006)
Organizational reputation from the viewpoint of many commentators can be considered as a source of strategic value
Organizational reputation is the result of customers' perceptions of direct and indirect experiences and information, and is shaped by previous activities of the company (Caruana & Ewing, 2010)

Summary

Introduction

The reputation of a company has attracted a lot of attention among marketing researchers (Walsh et al, 2006). Companies regardless of their location, have recognized the role and importance of organizational reputation. Organizational reputation from the viewpoint of many commentators can be considered as a source of strategic value. Organizational reputation is the result of customers' perceptions of direct and indirect experiences and information, and is shaped by previous activities of the company (Caruana & Ewing, 2010). The benefits of having a good reputation include reducing operating costs, high rates of returning customers, and increasing sales and the possibility of rising product prices (Inglis et al, 2006). Organizational communication is shaped by the magnitude of the shareholder experience-responses and inferences, and fame (Bunting & Lipski, 2000)

Methods

Results

Discussion

Conclusion