خلاصة:
In service industries, companies increasingly need to rely on the performance of their service employees to become and stay truly competitive. Despite this viewpoint, most administrators do not believe that they can make competitive advantage in their organizations through employees. Therefore, the present paper aims to study the effect of employee branding on market share based on individual and organizational values. In the present study, employee branding model was applied to banking industry. The statistical population of this paper includes the employees of Mellat Bank in Tehran. Clustering was used as a sampling method for selecting employees. The instrument for data collection was questionnaire. Totally, 410 filled questionnaires were returned. To analyze the data, Partial Least Square (PLS) was applied. The outcomes of Partial Least Square verified the fitness of the model in the studied population. In addition, the results of method analysis indicated that employee branding has a significant influence on market share.
ملخص الجهاز:
Effect of employee branding on market share based on individual and organizational values (Studied in: Mellat Bank) Ali Hamidizadeh1, Rasoul Sanavi Fard2 1.
Therefore, the present paper aims to study the effect of employee branding on market share based on individual and organizational values.
Hence, the purpose of this research is studying the effect of employee branding on market share based on individual and organizational values in banking insecurity.
A company must have a good reputation when it wants to achieve a good position in the market, establish a good image of the brand, provide high performance and ethical working culture, and communicate with different shareholders (Deephouse, 2000; Fombrun & Van Riel, 2004).
Research model The main contribution of this research is studying the effects of the employee branding on market share based on individual and organizational values for the banking sector.
The psychological contract, employee empowerment, and brand internalization were adapted from the measurements defined by Sims (1994), Spreitzer (1995), Aaker (1997), and Punjaisri, Alan & Heiner (2009), containing 11 items.
Sub- dimensions of favorable reputation defined by Fombrun, Gardberg & Sever (2000) and sub-dimensions of customer satisfaction were adapted from SERVQUAL instrument developed by Parasuraman, Zeithaml & Berry (1985) to measure quality in the service sector like banking industry, containing 12 items, and market share, mind share, and heart share were adapted from Kotler (2003) and researchers according to literature.