Abstract
The issue of corporate reputation management is one of the key areas in the process of building trust between the supply and demand side of the market. The services sector, which, as a rule, works predominantly with intangible products, is particularly vulnerable to reputational damage. The presented study aims to examine the impact of the COVID-19 pandemic on the overall level of reputation of eleven Slovak teaching hospitals. The data sources used in the form of publicly available databases cover both the traditional factors of the brick-and-mortar market, as well as the factors related to the virtual Internet environment. The results of the analysis point to the fact that while the traditional level of reputation of the entities reflected changes in the market only to a relatively limited extent, the level of the online reputation of the analysed entities decreased significantly due to the pandemic. This finding underscores the fact about the fragility of reputation in the Internet environment. By comparing individual reputational factors in the pre-pandemic period with the situation during the peak of the third wave of the pandemic, the study offers a relatively compact knowledge base for formulating basic transformations for comprehensive research into the impact of a pandemic on corporate competitiveness.
Highlights
Corporate reputation management is an important part of the overall management of corporate assets
We focused on the field of health care, or rather the area of health care providers
The study builds on the relatively extensive knowledge base of the authors [6,7,8], in which the issue of reputation management of entities operating () in the health care sector during the period preceding the outbreak of the COVID-19 pandemic was thoroughly developed
Summary
Corporate reputation management is an important part of the overall management of corporate assets. The transition from the acute to the chronic part of the pandemic brought with it a relatively critical response from a large part of the market This was based on both the overall congestion of the system and the relatively polarized market sentiment [12]. For the highest degree of authenticity and informative value of the knowledge produced, we chose eleven teaching hospitals that operate on the Slovak market of health care providers as a research sample. As this is a complex issue, we will examine both traditional and modern aspects of corporate reputation over time. Modern aspects will be represented by individual reputators synthesized within the parameter Total Online Reputation "TOR" measured in 2018 [17], which we will follow up with the current dataset prepared for the needs of the presented study
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