DEA를 활용한 공항운영자의 명성경쟁력 평가지수에 관한 연구

As social and economical condition change, an organization’s long term survival is becoming more dependant on social responsibilities, ethical matters and reputation. To survive longer in the market, committed efforts should be made to gain stakeholders’ positive look at the companies. Accordingly, companies have to work on identifying how stakeholders think, and try to make it more positive way. To obtain more positive perception, companies have to define and distinguish the different understanding between inner and outer stakeholders. It consequently brings the need to evaluate the enterprise reputation reflecting the different understanding between them in a sustainable manner. This study is trying to find the evaluation index of sustainable reputation management. I conducted the questionnaire survey 3 times to select the evaluation factors and to determine the weight of the factors, lastly to evaluate them. The respondents were consisted of who engaged in aviation transportation field including government, airlines, airport operators, academic world and users. First, then divide stakeholders to inside (excecutives, employers, shareholders) and outside (passengers using air transportation, airlines, aircraft handling entities, freight forwarders, etc), and conduct a survey to define the evaluation factors from these. The questionnaire was prepared considering the characteristics of public companies and the items used in the precedent studies. And evaluating factors were chosen by conducting the credibility and main-cause analysis on the outcomes of the survey, and finally confirmed them through the consultation with experts. To put weight on the chosen evaluating factors, I conduct another survey asking to give a priority on them, to the inside and outside stakeholders, then it was analyzed based on Cook-Kress’ DEA model. T-test shows that there exist meaningful differences statistically between the inside and outside stakeholders, and the influence of these differences on the evaluation was analyzed. Finally, by applying the chosen evaluation factors and weight, the fame competence of the operator A was questionned to the inside and outside stakeholders and the result was analyzed through Cook-Kress’ DEA model. DEA model of Cook-Kress is used as an analysis model due to following reasons; First, when measuring the number of variables, it can draw the weight values for the evaluation factors even with relatively small number of questions by classifying the variables. It is therefore better for responders and easier for conductors. Second, it not only allows to reflect the perceptional differences of various interested parties in the evaluation, but also measure their perception on the certain characteristics of the companies by analyzing their relative effectiveness. The drawn results can be applied as company controlling data. Third, quantifying the results which is assessed in a qualitative method raises the credibility of the evaluation. Lastly, assessment value can be calculated by the arithmetic mean of the assessment results and the effectiveness of stakeholders. Reputation level can be defined by this value. Analysis shows, first, that it is possible to derive a sustainable reputation index by applying new evaluation model which using the difference in perception between the stakeholders. Second, inside controlling data from the stakeholders were obtained by verifying the strong and weak points of the enterprises for each factors. Third, it is found that comparison between companies is also possible when evaluation data of allied companies are input.