On the Evaluation Index System of the Commercial Bank's Reputation in China
基于Rep Trak模型和实证研究，运用多种数学统计方法构建了中国商业银行声誉评价指标体系，发现产品与服务、创新与风险控制、资产流动性是影响声誉的最重要因素。
Based on the latest corporate reputation measurement model——Rep Trak model of the Reputation Institute(RI),and the empirical study,the paper builds up an evaluation index system of the commercial banks reputation by using various types of mathematical statistical methods.The authors find eight factor indicators to measure the commercial banks reputation in China,they are and services,work environment, leadership,civic responsibilities and governance,adaptability and financial performance,social background, innovation and risk control,asset liquidity,and its 28 bottom indicators corresponding,in which products and services,innovation and risk control and liquidity are the most important influential factors for commercial bank's reputation.