Reputationsrisiken im Bankensektor

Abstract

The reputation that precedes a company plays a decisive role in creating and maintaining a basis of trust with customers and other interest groups. This influence that corporate reputation has on business success is especially significant for the highly regulated environment of the banking sector. In the course of this bachelor thesis, the understanding of the term “reputation” in the economic context is to be sharpened, its significance for financial institutions is to be worked out and approaches for measuring reputation-related risks are to be presented in order to strengthen the long-term safeguarding of corporate success. The work was written in cooperation with Raiffeisenlandesbank Oberösterreich and was thus supported by a practice-oriented example of the introduction of a reputation measurement method. In order to provide the necessary basic knowledge, central theoretical concepts such as “corporate reputation” and “reputation risk”, as well as the two terms “process management” and “change management”, were initially processed as part of a well-founded literature research and placed in the context of the banking sector. A qualitative research approach was chosen for the empirical part of the thesis. Four guided interviews were conducted with experts from RLB Oberösterreich, which provided valuable insights into the implementation process of a reputation risk score in the bank's risk management. The findings documented and analyzed throughout this work make it possible to convey a comprehensible understanding of the topic of corporate reputation as well as its relevance and measurability. The resulting findings show that the developed reputation risk score has not yet been actively embedded in the processes of RLB Oberösterreich, even though its necessity and potential are undisputed. This bachelor’s thesis does not only provide a theoretically sound contribution to the debate on reputation, but can also be used as a reference for banks developing a reputation assessment system or intend to do so in the future.

Date of Award	2025
Original language	German (Austria)
Supervisor	Maximilian Gruber (Supervisor)