Impact on Employee Satisfaction, Brand Commitment and Employee Turnover- Role of Employer Branding

Authors

  • Ginni Syal

Keywords:

Employer Attractiveness, Employer Branding, Employee Satisfaction, Brand Commitment, Employee Turnover, Employee Relationship Management, Banks Long- term Success.

Abstract

The results of the study have indicated that in order to secure the lifelong success of any banking institution the retention of key bank employees have been critical factor to be taken into consideration. It has been observed that it is more profitable for organizations to have good and attractive brand name, which reflects employees’ perception of employer and their beliefs and values about the bank. By providing employees with social security, economic stability and career development, they will be more satisfied, more committed towards keeping the brand name and are less likely to leave for another banks. Therefore, it becomes necessary for the bank employers to keep their employees happy and contended in the bank culture by providing them an attractive work environment

Downloads

Download data is not yet available.

References

I. Papasolomou and D. Vrontis, “Building corporate branding through internal marketing: The case of the UK retail bank industry,” J. Prod. Brand Manag., vol. 15, pp. 37–47, 2006, doi: 10.1108/10610420610650864.

S. Sandra Jeanquart Miles DBA and G. M. PhD, “A Conceptualization of the Employee Branding Process,” J. Relatsh. Mark., vol. 3, no. 2–3, pp. 65–87, 2004, doi: 10.1300/J366v03n02_05.

R. W. Mosley, “Customer experience, organisational culture and the employer brand,” J. Brand Manag., vol. 15, no. 2, pp. 123–134, 2007, doi: 10.1057/palgrave.bm.2550124.

R. Rathnaweerage and N. Thanuja, “Do Hrm Practices Impact Employee Satisfaction , Commitment or Retention ?,” pp. 1–177, 2010.

V. Khan, A. Mariyum, N. Pasha, and A. Hasnain, “Impact of organization culture on the job satisfaction of the employees (banking sector of Pakistan),” Eur. J. Econ. Financ. Adm. Sci., pp. 7–14, 2011.

J. Patel, “Measuring Employees’ Brand Commitment in Universities Settings: An Empirical Study in India,” 2011.

C. King and D. Grace, “Internal branding: Exploring the employee’s perspective,” J. Brand Manag., vol. 15, pp. 358–372, 2008, doi: 10.1057/palgrave.bm.2550136.

N. Kimpakorn and G. Tocquer, “Employees’ commitment to brands in the service sector: Luxury hotel chains in Thailand,” J. Brand Manag., vol. 16, pp. 532–544, 2009, doi: 10.1057/palgrave.bm.2550140.

M. E. Malik, R. Q. Danish, and Y. Munir, “Employee ’ s Turnover Intentions : Is this HR Failure or Employee ’ s better employment opportunity ?,” 2011 Int. Conf. Innov. Manag. Serv., vol. 14, pp. 326–331, 2011.

P. Berthon, M. Ewing, and L. L. Hah, “Captivating company: Dimensions of attractiveness in employer branding,” Int. J. Advert., vol. 24, pp. 151–172, 2005, doi: 10.1080/02650487.2005.11072912.

P. Priyadarshi, “Employer Brand Image as Predictor of Employee Satisfaction, Affective Commitment & Turnover,” Indian J. Ind. Relat., vol. 46, pp. 510–522, 2011.

K. Backhaus and S. Tikoo, “Conceptualizing and researching employer branding,”

Career Dev. Int., vol. 9, pp. 501–517, 2004, doi: 10.1108/13620430410550754.

Downloads

Published

2021-02-28

How to Cite

Syal, G. . (2021). Impact on Employee Satisfaction, Brand Commitment and Employee Turnover- Role of Employer Branding. The Journal of Contemporary Issues in Business and Government, 27(1), 2348–2357. Retrieved from https://cibgp.com/au/index.php/1323-6903/article/view/708

Issue

Vol. 27 No. 1 (2021): The journal of contemporary issues in business and government

Section

Articles

License

You are free to:

  1. Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
  2. Adapt — remix, transform, and build upon the material for any purpose, even commercially.
  3. The licensor cannot revoke these freedoms as long as you follow the license terms.

Under the following terms:

  1. Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
  2. No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

Notices:

You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .

No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.