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A Study on Airport Operators' Reputation Competitiveness Evaluation Index Using DEA

Lee, Wonsik · Cha, Geunho

Published: January 2007 · Vol. 36, No. 1 · pp. 205-227
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Abstract

In recent years, due to changes in the social and economic environment, the impact of corporate social responsibility, ethical factors, and reputation on a firm's long-term survival has significantly increased. For a company to survive in the market for a long time, it is necessary to ensure that stakeholders hold favorable perceptions of the firm. To this end, companies must strive to identify and improve stakeholders' perceptions of each element of corporate activities. To improve stakeholders' perceptions more efficiently, the differences in perception between internal and external stakeholders must be identified. Therefore, from a sustainability perspective, the need for corporate reputation evaluation that reflects stakeholders' perception gaps is increasing. Accordingly, this paper aims to develop a sustainable reputation competitiveness evaluation index for airport operators as public enterprises. The reputation competitiveness evaluation was conducted through three rounds of surveys administered to government officials, airline employees, airport operation staff, academics, and users in the air transport sector for the selection of evaluation factors, the determination of factor weights, and the actual evaluation. The Cook-Kress DEA method was used for the analysis of evaluation results. The analysis results showed the following: First, it was confirmed that a sustainable reputation competitiveness index can be derived by applying a new evaluation model utilizing perception gaps among stakeholders. Second, internal control data for the enterprise could be secured through the identification of the strengths and weaknesses of individual stakeholders' perceptions regarding each corporate element. Third, it was confirmed that inter-firm comparison is also possible when evaluation data from the same industry are added.
Keywords: 기업경쟁력기업명성이해관계자 인식지속가능성