Reputation and Corporate Image:
Athletes’ Loyalty and Satisfaction towards
Majlis Sukan Negara, Malaysia
In the past several years, image and reputation of the organization is becoming increasingly important not only to corporations, but also to sports institutions. The increase in the number of athletes in Malaysia has resulted in the industry becoming relatively very competitive. Thus, the image and reputation of the institution is becoming increasingly important to manage the industry's reputation boost sports as a vehicle to generate health intellectual and educate local and global athletes. This in turn can help to bolster the status of high-income countries.
This situation calls for Majlis Sukan Negara (MSN) to focus on establishing a strong corporate image by improving athletes’ satisfaction and loyalty to the institution. After few decades of MSN’s establishment, there are no comprehensive empirical study on the image and reputation on MSN, while it is a necessity in organizational management.
MSN’s identity potentiometer designed and developed by the management. Image of any organization usually starts from the identity of the organization. However, the image can vary according to organizational climate and time to time. Identity changes can render an image change, but change the image will not necessarily lead to the identity of an image change because change can occur due to other factors such as issues or crisis management, damaged goods, defects in the quality of service and so on. The image portrayed by institution plays a critical role in shaping the attitude of the public towards the institutions (Yavas and Shemwell, 1996; Landrum et al., 1998).
Therefore, this paper contains the requirement to develop a study to help MSN identify gaps reputation among stakeholders and further develop planning to enhance the reputation MSN to conform with other sports institution in Asia, in particular...