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Ugled in zaupanje sta dva izmed ključnih dejavnikov percepcije določene entitete s strani njenih deležnikov – naj bo to posameznik, podjetje, organizacija, institucija ali korporacija. Medtem ko se s časom v očeh deležnikov zgradi oziroma izoblikuje ugled, se lahko v sodelovanju z drugimi dejavniki izoblikuje v zaupanje. Namen raziskovalne naloge je raziskati vpliv ugleda na zaupanje na primeru Nacionalnega inštituta za javno zdravje, institucije Republike Slovenije. Na podlagi pregleda literature smo izoblikovali anketni vprašalnik vezan na indikatorje ugleda in zaupanja v institucije. Anketo smo posredovali preko spleta in pridobili 150 ustreznih odgovorov, ki smo jih podrobno analizirali in jo utemeljili na pregledani teoriji. Z analizo rezultatov smo potrdili hipotezo, da ugled Nacionalnega inštituta za javno zdravje vpliva na zaupanje vanj. Naša raziskava nudi priložnosti za prihodnje raziskovanje, ter prispeva k razumevanju, kako slovenska javnost percipira Nacionalni inštitut za javno zdravje, kakšna sta njen trenutni ugled in zaupanje. Trust and reputation are one of the main pillars perception of certain entity from the viewpoint of their audiences – may it be an individual, a corporation, an organisation, a company or an institution. Reputation is built or gained over time and can transform into trust with the help of other factors. The purpose of our research was to find out if trust is affected by reputation. Based on the literature review, we designed a survey questionnaire based on indicators of trust and reputation. The data for our survey was collected via online survey and was later analysed using statistical tools. Representative sample consisted of 150 individuals. Our research revealed that we can confirm our hypothesis, since higher reputation did mean higher trust. Our research also revealed many future possible researches, and contributed to a better understanding of perception of National institute of public health, his reputation and trust. |
