ตัวชี้วัดความมีชื่อเสียงของธนาคารพาณิชย์ที่จดทะเบียนในตลาดหลักทรัพย์แห่งประเทศไทย จากการรับรู้ของนักลงทุนและพนักงาน

Abstract

The objectives of this researchare: 1) To identify the reputation indicators for the banks listed on the Stock Exchange of Thailand (SET) from the perspective of their investors and employees; 2) To prioritize those identified indicators; and 3) To identify factors that affect the reputation of large, medium and small- sized SET-listed banks. Quantitative analysis and survey research are used to conduct this study. The questionnaire used to collect data is obtained from the RepTrak™ System of the Reputation Institute, a body well known for its reputation measurement tools. The stakeholders providing data for this study are divided into two groups, i.e. the banks’ investors and employees. The statistical method takes into account variables consisting of mean and standard deviation values, as well as those derived from Independent Sample T-test and Multiple Regression run by SPSS program.

It was found from the study that, for the banks’ investors and employees, the factors concerning workplace, operational performance, leadership and governance are the major indicators for SET-listed banks’ reputation. While a convenient workplace is the most influential factor for the employee group, the bank’s operational performance is the most influential one for investors.