Identification And Empirical Analysis Of Factors Affecting Reputation Risk Of Commercial Banks

Bank reputation risk is threatening the modern commercial banks due to the complexity of the causes of reputational risk and the difficulty of quantification, especially with the development of the Internet, the speed of information dissemination becomes faster, and great challenge to the maintenance of bank reputation is brought by the negative information dissemination speed. So we should pay more attention under the new economy situation.In this essay, firstly, we take an overview of the bank's reputation risk, and define the concept and features of reputation risk. We also identify the three factors that affecting the reputation of the banks: the internal factors, the external environment and the customer satisfaction. At the same time, we describe the reputation assessment model. Secondly, we take an empirical analysis from internal factors angle. Empirical analysis finds that joint-stock banks' operating income, staff qualifications, training time have a strong positive impact on their reputation. Wages have a negative impact on the reputation,and the impact on the reputation of the branches was not significant. Then we take an analysis on how the external environment affect the bank's reputation. From the perspective of the financial environment, we analyze the impact on reputation of changes in the economic, legal and social credit environment. Finally, based on customer satisfaction, we take an empirical analysis from the perspective of customer satisfaction. Considering the actual situation of China's commercial banks, we design the customer satisfaction evaluation index system,and study customer satisfaction through questionnaire survey,and finally find six factors that affect the customer satisfaction. On this basis, we put forward some improvements to prevent bank reputation risk from perspectives of the internal factors, the financial ecological environment as well as the customer satisfaction.