Reputation as Competitive Capital: Evaluating Corporate Reputation in the Financial Sector

Abstract

Corporate reputation plays a critical role in the financial sector, influencing stakeholder trust, organizational legitimacy, and long-term competitiveness. This study aims to evaluate reputation performance within the financial sector through a comprehensive, stakeholder-centered lens. Utilizing a mixed-methods approach, the research integrates quantitative insights drawn from the RepTrak model—measuring seven core reputation dimensions—with qualitative data gathered through in-depth interviews and pulse surveys. Findings indicate that the sector demonstrates strong performance in areas such as product and service quality, operational success, and corporate citizenship. However, innovation and workplace environment emerged as weaker dimensions, pointing to critical development opportunities. Pulse data reinforces the importance of trust, leadership visibility, and customer-centricity in shaping positive stakeholder perceptions. Stakeholders express expectations not only for high-quality services but also for ethical leadership, transparency, and responsiveness—particularly through digital channels. Qualitative insights further highlight the role of emotional engagement, societal value creation, and internal-external alignment in building resilient reputational capital. Strengthening employer branding, expanding corporate social responsibility initiatives, and fostering accessible leadership communication are identified as strategic priorities. Moreover, real-time responsiveness to customer needs via digital innovation is seen as essential for reinforcing reputational strength. This research contributes to reputation literature by offering an integrated and practice-oriented assessment model, while also providing actionable insights for financial institutions seeking to enhance stakeholder alignment and adapt to evolving sectoral expectations. The study concludes that reputation management in the financial sector must be dynamic, transparent, and multidimensional to ensure sustainable competitive advantage.