Razvoj modela za merjenje ugleda javnih komunalnih podjetij v Sloveniji : magistrsko delo

Kofol, Jasna (author), Podnar, Klement (mentor)

Dandanes nobeno komunalno podjetje kot javna organizacija ne more delovati samo. Njegova uspešnost, legitimnost in sistemski obstoj so v veliki meri odvisni od ugleda, ki si ga je pridobilo skozi čas, ter zaupljivosti uporabnikov njegovih storitev. Čeprav je ugled v tem kontekstu vse večji predmet zanimanja, obstoječih instrumentov za merjenje ugleda ne moremo uporabiti, saj v večini posvečajo pozornost dejavnikom, ki niso osrednjega pomena za javna komunalna podjetja. V magistrskem delu smo se tako posvetili oblikovanju prilagojenega modela za merjenje ugleda javnih komunalnih podjetij v Sloveniji pri njihovih uporabnikih, pri čemer so nam za izhodišče služili že uveljavljeni instrumenti ter obstoječa literatura o korporativnem ugledu, organizacijah v javnem sektorju, slovenskem komunalnem sektorju, storitvenem marketingu in zadovoljstvu uporabnikov. Z empirično raziskavo smo potrdili, da je korporativni ugled večdimenzionalen konstrukt, ki vpliva na odnos uporabnikov do javnih komunalnih podjetij. Praktikom marketinga in drugim raziskovalcem smo ponudili svež pristop h korporativnemu ugledu, vodstvom komunalnih podjetij pa omogočili, da jasneje pogledajo skozi oči svojih uporabnikov. Svetovali smo jim, naj se bolj kot na splošno oceno o ugledu osredotočijo na tista področja svojega delovanja, ki najbolj prispevajo k oceni, in stalno odpravljajo svoje šibke točke. Le tako si lahko ustvarijo dobro zalogo za negotovo prihodnost.

• Language: Slovenian
• Keywords: korporativni ugled, merjenje ugleda, razvoj merskega modela, zaupanje, javno komunalno podjetje
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [J. Kofol]
• Year: 2020
• Number of pages: 85 str.
• PID: 20.500.12556/RUL-120593
• UDC: 005.336.6:658.115.31(043.2)
• COBISS.SI-ID: 30658051
• Publication date in RUL: 23.09.2020

KOFOL, Jasna, 2020, Razvoj modela za merjenje ugleda javnih komunalnih podjetij v Sloveniji : magistrsko delo [online]. Master’s thesis. Ljubljana : J. Kofol. [Accessed 12 April 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=120593

Secondary language

• Language: English
• Title: Reputation of a Public Utility: Scale Development and Validation

Abstract

Nowadays, no public utility company can operate alone. Its success, legitimacy and existence largely depend on its reputation, gained over time, and users’ trust. Although reputation is gaining interest in this context, the existing instruments for measuring it cannot be used, as most of them pay attention to factors, which are not central to the public utility company. The focus of this master’s thesis is on creating an adapted customer-based model for measuring the reputation of public utility companies in Slovenia. The established instruments and existing literature on corporate reputation, organizations in the public sector, Slovenian utility sector, service marketing and user satisfaction served as a starting point. Our empirical research confirms that corporate reputation is a multidimensional construct, which influences the relationship between the public utility company and its users. It offers a fresh approach towards corporate reputation in the academic field and allows managers of public utility companies to look more clearly through the eyes of its users. We advise the managers to focus more on different aspects or dimensions of reputation, rather than the overall reputation score, and work on those areas, which contribute to the overall score the most. They should address their weaknesses on an ongoing basis and create a good stock for difficult times.

• Keywords: corporate reputation, reputation measurement, scale development, trust, public utility company