雇主品牌、服务导向组织公民行为和服务质量感知——基于银行业的实证研究

Employer Branding,Service-oriented Organizational Citizenship Behavior and Service Quality Perception——Empirical Study about the Banking Sector

雇主品牌被认为是解决市场化雇用关系模式中人才管理关键挑战新的有效实践。目前,雇主品牌研究的焦点已逐渐从劳动力市场转到组织内部,但仍鲜有系统的关于雇主品牌对组织内部员工态度和行为的影响关系及其机制的实证研究,同时也面临解释理论的困境。研究表明,有吸引力的雇主品牌通过影响一线服务员工的服务导向组织公民行为,对顾客的服务质量感知产生显著积极影响。在传统的内部影响理论基础上,综合使用社会交换理论能够有效解释'雇主品牌—服务导向组织公民行为—顾客服务质量感知'间的影响关系及其发生机理。

Employer branding is deemed to be the new effective practice activity to solve the key challenges of talent management in market-oriented employment relationship model. Recently, the focus of employer branding research has switched from labour market to intra-organization, but there is still litle empirical study about the influencing relation and mechanism of employer branding to employee attitudes and behaviors within the organization, meanwhile, we also face the plight of explanation theory. Researches show that the attractive employer branding organises citizenship behavior by influencing the frontline service employees, and has a positive effect on the of customer service quality perception. On the basis of internal influence theory, this study comprehensively use social exchange theory to explain the influencing relation and occurrence mechanism effectively among ' employer branding, service-oriented organizational citizenship behavior, service quality perception'.