Effect of Employee Branding on Customer Satisfaction, Favorable Reputation and Employee Satisfaction

Abstract

In recent decades, the role of human resources in building brand in organization has increased, because they are internal customer of organization. Despite of this viewpoint, reports show that more managers do not know how they can use them to achieve a competitive advantage for their organization. Therefore, present study aimed to identify employee branding and utilize of it in organization. In the present study, employee branding and outcomes of it was used in Mellat Bank. Research statistical population consisted of employees of Mellat Bank in Qom and Arak cities. Sampling method for employees was cluster method. Data collection instrument was questionnaire. Partial Least Square (PLS) was used to analyze the data. The results of Partial Least Square confirmed model fitness in studied population. Likewise, the results from path analysis showed that employee branding had significant influences on customer satisfaction, favorable reputation and employee satisfaction.

The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships

“…In this study, employee advocacy is examined from the perspective of individual communications by an employee, defined as an employee advocate or an employee influencer (Smith et al, 2021;Thelen, 2020). Specifically, this study addresses the written form of employee communication on LinkedIn.…”

“…Employees with a strong social media presence may be considered opinion leaders or sometimes even "employee influencers" (Smith et al, 2021). In terms of an employee's credibility, followers tend to create intimate parasocial interactions and relationships with a source person who is perceived as attractive and an expert that followers can trust.…”

“…Employee advocacy has been found to impact business growth and sales (Thelen, 2020) and has also been acknowledged as a “cost-effective brand promotion strategy for the future” (Thomas, 2020, p. 167). Other studies on concepts related to employee advocacy include employee branding (Miles and Mangold, 2005; Semnani et al , 2015), employee-generated content (Hu et al , 2019; Saleem and Hawkins, 2021), employee word of mouth (Gremler et al , 2001; Melián-González and Bulchand-Gidumal, 2016) or corporate/employee influence (Smith et al , 2021). Most academic research focuses on exploring the impact on employee advocacy (Lee, 2021; Men and Yue, 2019), yet research examining the impact of employee advocacy on marketing-related outcomes, such as attitude toward the brand, is scarce.…”

What Does Variable Matter for Employee Brand Consistent Behavior as Imply of Employee Branding Outcomes: A Literatur Review

“…Another study [8] explained that with employee work behavior in accordance with the company's brand identity, it can increase brand awareness and customer satisfaction. From the description above, it can be seen clearly that EB has a very important role in improving the company's reputation, especially for the service industry, where employees often interact directly with their customers.…”

Penguatan Word of Mouth Melalui Strategi Internal Branding Di Perguruan Tinggi Swasta Indonesia

“…Fokus pembicaraan mengenai branding adalah tentang orang yaitu orang yang membangun merek (brand) dan orang yang membeli brand. Bagi perusahaan titik sentral dari hubungan ini adalah karyawan, karena karyawan memiliki potensi besar dalam membangun brand (Semnani et al, 2015). Brand adalah suatu entitas yang hidup dan orang-orang dalam organisasi adalah darah kehidupannya menurut Knapp (2000), maka tingkat kesadaran karyawan terhadap brand dan kebutuhan untuk mengintegrasikan brand ke dalam segala sesuatu yang mereka kerjakan menjadi sangat penting.…”