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Journals / İşletme Araştırmaları Dergisi / 2019 / Cilt: 11 - Sayı: 2

Employer Brand Image in Banking Sector: Effects of Functional Utility, Customer Orientation and Reliable Financial Image

Bankacılık Sektöründe İşveren Marka İmajı: Fonksiyonel Fayda, Müşteri Odaklılık Ve Güvenilir Finansal İmajın Etkileri

ÇAĞLA PINAR BOZOKLU
Pages
1103–1117
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Discussion – It is recommended that banking professionals should individually consider each relevant stakeholder group and then they should design advertisement and public relations messages depending on each stakeholder’s expectations related to reliance of financial structure or customer orientation.

📌 3 Key Takeaways

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Objective & Hypothesis:Purpose – The aim of this research is to analyze the casual influence of functional utility related to product, functional utility related to brand, customer orientation and reliable financial image on employer branding.
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Key Findings & Data:Design/Methodology/Approach – The survey form was structured in three parts: demographics, a version of The Consumer Based Brand Equity Scale, and The Consumer Based Corporate Reputation Scale. 782 completed questionnaires were collected from customers, employees, public, and competitors’ employees as four stakeholder groups.
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Conclusion & Impact:Discussion – It is recommended that banking professionals should individually consider each relevant stakeholder group and then they should design advertisement and public relations messages depending on each stakeholder’s expectations related to reliance of financial structure or customer orientation.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Purpose – The aim of this research is to analyze the casual influence of functional utility related to product, functional utility related to brand, customer orientation and reliable financial image on employer branding. Design/Methodology/Approach – The survey form was structured in three parts: demographics, a version of The Consumer Based Brand Equity Scale, and The Consumer Based Corporate Reputation Scale. 782 completed questionnaires were collected from customers, employees, public, and competitors’ employees as four stakeholder groups. Findings – According to findings, all interactions were positive and statistically significant with the exception of functional utility of the product. These findings suggest that employer brand image will be enhanced when the perceived functional related to brand (β = .076), perceived customer orientation (β = .365), and reliable financial image (β = .373) are strengthened in banking sector, in Turkey. Moreover, it is found that these casual influences also differ in the eye of each stakeholder group. Discussion – It is recommended that banking professionals should individually consider each relevant stakeholder group and then they should design advertisement and public relations messages depending on each stakeholder’s expectations related to reliance of financial structure or customer orientation.

Özet

Amaç – Bu araştırmanın amacı ürün ve marka ile ilgili fonksiyonel faydaların, müşteri odaklılığın ve güvenilir finansal imajın işveren markalaşması üzerindeki etkisinin değerlendirilmesidir. Yöntem – Üç farklı ölçeğin birleştirilmesi ile oluşturulmuş anket formu genç pazar içerisinde müşteriler, çalışanlar, genel olarak toplum ve rakip işletme çalışanları olmak üzere dört temel paydaş grubuna uygulanarak 782 anket elde edilmiştir. Bulgular – Bulgulara göre, ürün ile ilgili fonksiyonel fayda ile işveren marka imajı arasındaki hariç, tüm ilişkiler pozitif ve istatistiksel olarak anlamlı bulunmuştur. Bu bulgular, marka ile ilişkili fonksiyonel fayda (β = .076), algılanan müşteri odaklılık (β = .365), ve güvenilir finansal imaj arttıkça (β = .373) Türkiye’de işveren marka imajının güçlendiğini ortaya koymaktadır. Ayrıca, bu etmenlerin etkisinin her bir paydaş grubu üzerinde değişen etkileri olduğu belirlenmiştir. Tartışma – Sektör uzmanlarının işveren markalaşması çabaları kapsamında, öncelikle odaklanmak istedikleri paydaşları ayrı ayrı ele almaları ve onların beklentilerine bağlı olarak müşteri odaklılığı ya da finansal yapının güvenilirliği üzerine odaklı reklam ve halkla ilişkiler mesajları düzenlemeleri önerilmektedir.

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Cite This Article

BOZOKLU, Ç. P. (2019). Employer Brand Image in Banking Sector: Effects of Functional Utility, Customer Orientation and Reliable Financial Image. İşletme Araştırmaları Dergisi, Cilt: 11 - Sayı: 2, 1103–1117. https://ajindex.com/articles/217665

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