 Effect of Employee Branding on Customer Satisfaction, Favorable Reputation and Employee SatisfactionBehrouz Lari Semnani, Mohammad Mahmoudi Maymand, Lotfollah Frozandeh Dehkordi and Rasoul Sanavi Fard International Journal of Asian Social Science, 2015, vol. 5, issue 3, 140-155 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. Keywords: Employee branding; Customer satisfaction; Favorable reputation; Employee satisfaction. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:asi:ijoass:v:5:y:2015:i:3:p:140-155:id:2723 Access Statistics for this article More articles in International Journal of Asian Social Science from Asian Economic and Social Society |
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