Criteria for Assessing the Reputation of Chemical Companies in the Eyes of Customers

Abstract

The paper focuses on the issue of building and measuring the reputation of industrial companies, specifically in the eyes of their customers. It is suggested that the issue of corporate reputation is a very broad and not yet theoretically covered topic. Current methods and techniques to measure and assess corporate reputation are presented. These methods are subject to critical analysis, which clearly shows that there has been no generally accepted method for assessing corporate reputation. Based on the study of literature and our own research, we are convinced that it is necessary to monitor reputation separately for different stakeholder groups using specific reputation indicators. That is why we recommend a list of criteria suitable for monitoring, assessing but also for building a reputation of industrial companies specifically in the eyes of customers. We supported our proposal with research in chemical industry. We believe that the criteria we propose can be used to monitor and build the reputation of companies in relation to customers, both in chemical companies and, with minor modifications, in other industries.