(Examining Corporate Designs' Effect on Forming Corporate Image and Corporate Reputation in the Services Industry)

Abstract

Purpose – To achieve sustainable growth and success in an environment where similar products and services are offered are only possible offering a different perception of the same product from the competitors. The design, image and reputation of a corporation are among the main factors which provide this difference. Especially when prices, quality, benefits, after sales services, guarantees and such particularities are similar to each other, the corporate’s reputation has a large impact on consumers’ choices. In our study, the direct effect of corporate design on the formation of corporate reputation and the indirect effect of corporate design on corporate reputation formation are examined. Design/methodology/approach – We have first formed a conceptual framework resulting from an extensive literature search. A pilot scheme was conducted within the scope of construct validity and than afield study was conducted involving 804 participants who answered the questionnaires sent via social networks and e-mail. The data gathered were analyzed with SPSS 22.0 and AMOS 22.0 software. Reliability analysis, KMO test, explanatory factor analysis, correlation analysis, confirmatory factor analysis were applied and hypotheses were tested with astructural equation model. As a result some hypotheses are fully accepted when some partially accepted. Findings – As a result of our study, we have come to the conclusion that while there is a medium level relationship between corporate design and corporate reputation formation, there is a strong relationship between corporate image, design and corporate reputation formation. Discussion – The most important output of our research is that the corporate design is statistically significant and that corparate design affects the formation of corporate reputation. Furthermore, we came to the conclusion that corporate design affects corporate image and more importantly that the corporate image affecting the formation of the corporate reputation is statistically verified.