| dc.description.abstract | Over the last few decades, risk management has become an area of development in
improving organization performance as well as creating good image of any organization.
The area of financial services has been a business sector related to conditions of
uncertainty where it is mostly exposed to risk. Every organization has a corporate image,
whether it wants one or not. When properly positioned and managed, the corporate image
will accurately reflect the organization’s commitment to quality, excellence and its
relationships with its key constituents. Due to the understanding of risk management
strategies to corporate image, this study aimed to establish risk management strategies
used by NBK to enhance its corporate image. This was a case study since the unit of
analysis was one organization. Primary data was collected using self-administered
interview guides where the researcher booked an appointment with each manager upon
where interviews on market segmentation strategies were conducted using an interview
guide. The open-ended questions enabled the researcher to collect qualitative data. This
was used in order to gain a better understanding and possibly enable a better and more
insightful interpretation of the results from the study. The respondents of this study were
staff working at NBK where the study targeted 4 respondents. A content analysis and
qualitative analysis were employed. The data was then presented in a continuous prose as
a qualitative report on risk management strategies used by NBK to enhance its corporate
image. The study established that risk control approaches have been adopted by the bank,
such as technological application which include Real Time Gross Settlement (RTGS)
mode of payment and Know Your Customers and that RTGS is associated with less
frauds compared to manual methods of payments and that Pre-printed cheques and
customized cheques are less associated with fraud compared to manual cheques. The
study further found that the risk financing and risk control strategies enhance the bank’s
image where customers gain confidence with the NBK as well as developing positive
attitude towards the bank. The study further found that the corporate image of the bank
has improved significantly due to management commitment on implementation of risk
management strategies adopted by the bank. The study concludes that banks have
adopted risk management strategies such as risk financing and risk control that aim to
mitigate risk occurrences and to enhance corporate image. The study further concludes
that the risk financing and risk control strategies enhance the bank’s image where
customers gain confidence with the NBK as well as developing positive attitude towards
the bank. | en_US |
