Comparision of the institutional perspectives of internal and external stakeholders

Today, establishing and maintaining corporate reputation has become an important issue for corporations. The reputation that institutions have in the sector is called 'corporate reputation'. Corporate reputation is based on the characteristics of the institution, the activities it carries out and the level of appreciation and appreciation. Institutions should protect their reputation by taking into account internal and external stakeholders in order to reduce their reputation. It is always an institution with good reputation, strong and high performance. The purpose of this study is to determine how corporate reputation is perceived in terms of internal and external stakeholders, to identify the differences in stakeholder perception of corporate reputation and to identify differences in perceptions of corporate reputation according to demographic characteristics. Questionnaire study was done by using "reputation coefficient" scale created by C.Fombrun. The scale includes the demographic information of participants in the first part and the second part consists of 20 phrases about emotional appeal, product and service, vision and leadership, working environment, financial performance and social responsibility dimensions. In the first part of our research, information about corporate reputation was given. In the second part, information about the relationship between corporate reputation and stakeholders is given. In the third section, the method section is given. It was seen that the corporate reputation of the company that was subject to the survey generally had a positive opinion of the participants. But; there were differences in opinions between internal and external stakeholders. External stakeholders found the company more positive in mutual relations than internal stakeholders. The dimension with the best reputation is the "emotional appeal" and the dimension with the lowest dimension is the "social responsibility" dimension. Efforts should be made to address the shortcomings for stakeholders, to make new applications and to correct the negative aspects.