| Abstract [eng] |
This Master’s thesis describes the ways of how to form and apply the specifics of the imaging for the logistics companies. Results revealed that an image of logistics companies is formed in ways of: high quality of the service, service delivery speed, easy memorisable company logo, flexible prices, reliability that are backed by a strong company’s image. An external image is formed in the following ways: corporate social responsibility, application of information technology, strong and momentous logo, use of well-maintained and eco-friendly vehicles and end user friendly website. An internal image is formed in the ways of: leader characteristics – a combination of formal and informal communication, innovative and unconventional thinking, high competency, professional and experienced staff. These measures help to create a solid company’s image. Accomplished factor analysis identified that this latent image structure exists. The logistics image formation model created proved that consistent and correct use of company’s image creates not only a good reputation but also helps to gain competitive advantage and serves well in long term. Last part of the thesis contains conclusions and recommendations. Logistics companies are advised to focus on high service quality, flexible prices and most importantly, service reliability. While forming an external image it is recommended to strengthen competitive advantage socio-economical and environmentally friendly ways. When forming an internal image it is recommended to shift focus on characteristics of leader, competency, staff skillset and professionalism. |
