American
financial institutions have taken a grievous hit to their reputation in recent
years. As a result, the trust and admiration of their stakeholders has grown
disappearingly small.
There
nine critical value factors that drive the reputation of financial
institutions, and ranked the nation’s 10 largest bank holding companies in
terms of each.
The
drivers were weighted according to the importance each was given in the
analysis. The top five drivers in terms of their influence on reputation:
Return
on shareholder investment (ROI)
Corporate
social responsibility
Transparency
Sustainability
Image
The
other four drivers were perception of stability, innovation, leadership and
stakeholder relationship.
“While
it is no surprise that ROI shows up among the top drivers of financial
institution reputation, more telling is that corporate social responsibility is
the No. 2 driver, and sustainability No. 4. “This, of course, highlights our
culture’s return to grass roots despite—or perhaps because of—the downturn in
the economy. Values are viewed as being critical to organizational success and
acceptance.”
The
No. 3 driver would be financial institutions’ key to regaining trust as they
strive to make reparations that allow them to grow as the economy recovers.
When
rankings are reissued after the end of the second quarter, she said, shifts are
likely, in particular the position of JPMorgan Chase, which has run into a
rough patch in recent weeks.
Following
are the 10 banks ranked by overall reputation based on nine value drivers. The
institutions in the analysis were the largest bank holding companies based on
assets as of March 31.