Nghiên cứu các yếu tố trước tác động đến thái độ và hành vi tích cực liên quan đến thương hiệu của nhân viên
Tóm tắt
Nghiên cứu này nhằm xem xét các yếu tố trước dẫn đến sự cam kết của nhân viên với thương hiệu (BC) và hành vi công dân thương hiệu (BCB). Điều này cũng nhằm đề xuất một mô hình bao gồm xã hội hóa tổ chức, định hướng mối quan hệ và khả năng tiếp thu của nhân viên để giải thích các mối quan hệ giữa ba yếu tố trước này với BC và BCB.
Phương pháp nghiên cứu định lượng đã được áp dụng, dẫn đến việc phát triển một công cụ khảo sát trực tuyến tự quản lý. Vì đối tượng nghiên cứu là những nhân viên làm việc trong ngành dịch vụ, nên một kỹ thuật lấy mẫu có mục đích đã được sử dụng. Sử dụng cơ sở dữ liệu quốc gia về nhân viên dịch vụ, một mẫu ngẫu nhiên gồm 2.000 địa chỉ email đã được tạo ra và các đối tượng tham gia được mời tham gia khảo sát trực tuyến. Kết quả là hoàn thành 371 khảo sát trực tuyến, đại diện cho tỷ lệ phản hồi là 19%.
Các kết quả cho thấy có tác động tích cực đáng kể giữa xã hội hóa tổ chức và BCB, nhưng không có tác động đến BC. Mặt khác, định hướng mối quan hệ được tìm thấy có tác động tích cực đáng kể đến BC, nhưng không phải đến BCB. Khả năng tiếp thu của nhân viên là yếu tố trước duy nhất có tác động tích cực mạnh mẽ đến cả BC và BCB.
Với các phát hiện trên, có vẻ như các yếu tố cá nhân của nhân viên rất quan trọng trong việc hiểu cách nhân viên cảm nhận và hành xử liên quan đến thương hiệu của nhà tuyển dụng. Cũng như trong tài liệu thị trường bên ngoài chỉ ra nhiều liên kết giữa các yếu tố cá nhân (ví dụ: tính cách, giá trị, động lực, v.v.) của người tiêu dùng và hành vi tiêu dùng, tài liệu thị trường nội bộ sẽ được hưởng lợi rất nhiều khi áp dụng một dòng nghiên cứu tương tự liên quan đến nhân viên. Việc thu thập những kiến thức như vậy sẽ hỗ trợ các tổ chức trong việc chọn lựa nhân viên "hướng đến thương hiệu", và cũng sẽ giúp họ xác định, phát triển và nuôi dưỡng những nhà vô địch thương hiệu trong tương lai.
Từ khóa
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