METHODICAL APPROACH TO THE ASSESSMENT OF REPUTATION MANAGEMENT AS THE BASIS OF RELATIONS WITH STAKEHOLDERS AT ENTERPRISES IN THE FIELD OF MEDICAL SERVICES

Introduction. Reputation management is a key element in building the image of any enterprise, but in the field of healthcare, this process plays a crucial role. The company's reputation directly affects the attraction of customers and its economic indicators. Purpose. The purpose of the article is to substantiate the stages and constituent elements of the methodical approach to the assessment of reputation management of enterprises in the field of medical services, taking into account interaction with various groups of stakeholders. Materials and methods. The materials of the study are: 1) the works of Ukrainian and foreign authors, devoted to the problems of managing the reputation of enterprises, the issues of attracting stakeholders and establishing relationships with them, in particular, the influence of stakeholders on the image and results of enterprises; 2) the results of the author's own research and a survey of experts on the influence of stakeholders on the reputation of enterprises. In the process of carrying out the research, the following scientific methods were used: theoretical generalization and grouping (to substantiate the list of stakeholder groups with which enterprises in the field of medical services interact); expert survey (to determine the degree of influence of stakeholders on the reputation of the investigated enterprises); the main components (for the selection of the most priority groups of stakeholders with the maximum impact on the reputation of enterprises); fuzzy logic (for calculating values of integral and partial reputation indices); matrix method (for building a reputation matrix and dividing enterprises according to its quadrants); logical generalization of results (formulation of conclusions). Results. The article considers the list of stakeholder groups that influence the formation of the reputation of the enterprise in the field of medical services, and among them the most priority groups are determined: among external stakeholders — patients and their relatives, educational medical institutions, mass media; internal stakeholders include doctors, medical staff, leaders and managers at various levels. For each of the listed groups of stakeholders, a list of partial indicators is proposed that can be used to evaluate the company's reputation management. The article provides sources and methods of obtaining initial data for calculating partial indicators, as well as their measurement units. The sources of obtaining data on the above partial indicators are the management and financial reporting of the enterprise, as well as the results of a survey of experts — representatives of enterprises. Calculations of integral reputation indices and their sub-indices were carried out for ten studied Ukrainian enterprises in the field of medical services. Based on the calculations, a reputational matrix of consistency of sub-indices for external and internal stakeholders was built. The built reputation matrix is the basis for developing practical recommendations for managing the reputation of enterprises in the field of medical services. Depending on which quadrant of the reputation matrix the researched enterprises fall into, different reputation management measures are proposed for them. The methodical approach and practical recommendations for managing the reputation of enterprises in the field of medical services are substantiated. Discussion. The prospect of further deepening the obtained research results may consist in the development of extended recommendations for improving the management of corporate reputation on the basis of the built reputation matrix, taking into account the modern concept of sustainable development of enterprises in the field of medical services.