The Effect of Employer Brand on Intention To Leave and Organizational Commitment: Retail Sector Example
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2024
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Open Access Color
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Küreselleşme ile beraber işletmeler arası rekabet artmış, yoğun rekabet altında ayakta kalmaya çalışan işletmeler gelişime ayak uydurabilmek ve sürdürebilirliği sağlayabilmek için güçlü bir işveren markası oluşturma amacına girmişlerdir. Güçlü marka yalnızca pazarda tutunabilmek için değil, aynı zamanda kalifiye personel çekmek ve personel bağlılığını yaratmak için de önemli bir unsurdur. Hizmet sektöründe rekabet avantajı sağlamanın en önemli faktörlerinden birisi de nitelikli insan gücüdür ve personelin işten ayrılma niyetinde markanın etkilerinin olduğu yadsınamaz bir gerçektir. İşveren markası hem işten ayrılma niyetini hem de örgütsel bağlılığı etkilemektedir. Bu etkinin Türkiye üzerindeki işletmelerde ölçülmesi, yeni markalar yaratma konusunda akademik çalışmaların büyük önemi vardır. Bu nedenle perakende sektörü üzerinde yapılacak çalışma hem işveren markasını yeniden değerlendirecek hem de işten ayrılma niyeti ve örgütsel bağlılık arasında ilişkiler belirlenerek önerilerde bulunarak bu bağlamda derinlemesine tartışılmıştır. Bu çalışma; gıda perakendesinde çalışan 468 birey ile gerçekleştirilmiştir. Veri toplama aracı olarak anket tekniği kullanılmıştır, anket çevrimiçi ortamlarda gerçekleştirilmiş olup, üç bölümden oluşmaktadır, demografik değişkenleri belirlemeye yönelik soruların yanı sıra Meyer ve Allen‟ın tek boyutlu örgütsel bağlılık ölçeği ve Mobley ve diğerlerinin (1978) İşten Ayrılma Niyeti Ölçeği kullanılmıştır. Anket sonucunda elde edilen veriler SPSS(Statistical Package for the Social Sciences) programı kullanılarak analiz edilmiştir. Yapılan analiz sonuçlarına göre değerlendirmeler yapılmış olup elde edilen veriler, işveren markası algısının örgütsel bağlılık üzerinde belirgin bir pozitif etki yarattığını ve dolayısıyla işten ayrılma niyetini azalttığını göstermiştir. Bu bulgular, işveren markasının, çalışanların kuruma olan bağlılığını artırarak işten ayrılma oranlarını düşürmede kritik bir rol oynayabileceğini ortaya koymaktadır
With globalization, the competition between enterprises has increased, and enterprises that are trying to survive under intense competition have entered into the goal of creating a strong employer brand in order to keep up with development and ensure Deceleration. A strong brand is an important element not only to hold on to the Sunday, but also to attract qualified personnel and create staff loyalty. One of the most important factors in providing a competitive advantage in the service sector is qualified manpower, and it is an undeniable fact that the brand influences the intention of the staff to leave the job. Brand awareness affects both the intention to quit the job and organizational commitment. Academic studies on measuring this effect in enterprises in Turkey and creating new brands are of great importance. For this reason, the study to be conducted on the retail sector will both re-evaluate the employer brand and determine the relationships between Decoupling intention and organizational commitment, and make suggestions and discuss in depth in this context. This study was conducted with 468 individuals working in food retail. The survey technique was used as a data collection tool, the survey was conducted online and consists of three parts. Meyer and Allen's one-dimensional organizational commitment scale and Mobley and others' (1978) Intention to Quit Scale were used in addition to the questions to determine demographic variables. The data obtained as a result of the survey were analyzed using the Statistical Package for the Social Sciences (SPSS) program. According to the results of the analysis, evaluations were made and the data obtained showed that the perception of the employer brand has a significant positive effect on organizational commitment and therefore reduces the intention to quit the job. These findings reveal that the employer brand can play a critical role in reducing layoff rates by increasing employees' commitment to the institution
With globalization, the competition between enterprises has increased, and enterprises that are trying to survive under intense competition have entered into the goal of creating a strong employer brand in order to keep up with development and ensure Deceleration. A strong brand is an important element not only to hold on to the Sunday, but also to attract qualified personnel and create staff loyalty. One of the most important factors in providing a competitive advantage in the service sector is qualified manpower, and it is an undeniable fact that the brand influences the intention of the staff to leave the job. Brand awareness affects both the intention to quit the job and organizational commitment. Academic studies on measuring this effect in enterprises in Turkey and creating new brands are of great importance. For this reason, the study to be conducted on the retail sector will both re-evaluate the employer brand and determine the relationships between Decoupling intention and organizational commitment, and make suggestions and discuss in depth in this context. This study was conducted with 468 individuals working in food retail. The survey technique was used as a data collection tool, the survey was conducted online and consists of three parts. Meyer and Allen's one-dimensional organizational commitment scale and Mobley and others' (1978) Intention to Quit Scale were used in addition to the questions to determine demographic variables. The data obtained as a result of the survey were analyzed using the Statistical Package for the Social Sciences (SPSS) program. According to the results of the analysis, evaluations were made and the data obtained showed that the perception of the employer brand has a significant positive effect on organizational commitment and therefore reduces the intention to quit the job. These findings reveal that the employer brand can play a critical role in reducing layoff rates by increasing employees' commitment to the institution
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İşletme, Business Administration
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113