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

Author

Listed:
  • Behrouz Lari Semnani
  • Mohammad Mahmoudi Maymand
  • Lotfollah Frozandeh Dehkordi
  • Rasoul Sanavi Fard

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.

Suggested Citation

  • Behrouz Lari Semnani & Mohammad Mahmoudi Maymand & Lotfollah Frozandeh Dehkordi & Rasoul Sanavi Fard, 2015. "Effect of Employee Branding on Customer Satisfaction, Favorable Reputation and Employee Satisfaction," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 5(3), pages 140-155.
    • Handle: RePEc:asi:ijoass:v:5:y:2015:i:3:p:140-155:id:2723
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