بررسی تأثیر جذابیت برند کارفرما بر قصد توصیه کارفرما با میانجی گری رضایت شغلی و تمایل به ماندن با کارفرما

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت؛ اقتصاد و حسابداری، دانشکده علوم انسانی و اجتماعی دانشگاه گلستان، گلستان.ایران. (نویسنده مسئول)

2 استادیار، مدیریت، دانشکده علوم انسانی و اجتماعی، دانشگاه گلستان، گرگان، ایران

10.22080/shrm.2023.4161

چکیده

هدف از پژوهش حاضر بررسی بررسی تأثیر جذابیت برند کارفرما بر قصد توصیه کارفرما با میانجی گری رضایت شغلی و تمایل به ماندن با کارفرمابود. پژوهش، بر اساس هدف کاربردی محسوب می‌شود. به منظور جمع‌آوری اطلاعات از مطالعات کتابخانه‌ای و همچنین از یک مطالعه میدانی در میان کارکنان هتل‎های شهر مشهد استفاده شده است. با استفاده از قاعده محافظه‌کارانه روش نمونه گیری در مدلسازی معادلات ساختاری حداقل حجم نمونه برابر با 220 بود و حد مجاز بین 110 تا 330 داده بود؛ لذا 330 پرسشنامه در بین جامعه آماری توزیع شد، از این تعداد 285 پرسشنامه که کامل پر شده و تحویل به منظور جمع‌آوری داده‌ها و اطلاعات برای تجزیه و تحلیل از پرسش‌نامه استفاده گردیده است. پرسش‌نامه این پژوهش شامل 22 سؤال بود و در یک طیف 5 درجه ای لیکرت طراحی شد. روایی پرسشنامه با روایی همگرا (میانگین واریانس استخراج شده) و روایی واگرا (تکنیک‎های معیار فورنل و لاکر، آزمون بار عرضی و نسبت هتروترت -- مونوتریت) مورد ارزیابی قرار گرفت. پایایی آن نیز با آلفای کرونباخ، پایایی همگون و پایایی مرکب مورد تأیید قرار گرفت. به صورتی که پایایی متغیرها و پایایی متغیرهای پرسشنامه بالاتر از (7/0) ارزیابی شد. در انتها داده‌های حاصل از پرسش‎نامه با استفاده از آزمون‎های آماری مورد تجزیه‌وتحلیل قرار گرفتند. آزمون فرضیات با مدل معادلات ساختاری (تحلیل مسیر) در نرم‌افزار اسمارت پی ال اس 3 انجام شد. نتایج نشان داد که جذابیت برند کارفرما بر قصد توصیه کارفرما؛ رضایت شغلی و تمایل به ماندن کارکنان در سازمان اثرگذار است.

کلیدواژه‌ها


عنوان مقاله [English]

Examining the effect of employer brand attractiveness on the intention to recommend the employer by mediating job satisfaction and willingness to stay with the employer

نویسندگان [English]

  • hossein balouchi 1
  • Mohammad ali Siahsarani kojuri 2
1 Assistant Professor of Management, Economics and Accounting Department, Faculty of Humanities and Social Sciences, Golestan University, Golestan, Iran
2 استادیار، مدیریت، دانشکده علوم انسانی و اجتماعی، دانشگاه گلستان، گرگان، ایران
چکیده [English]

The purpose of this research was to investigate the effect of employer brand attractiveness on the intention to recommend the employer by mediating job satisfaction and willingness to stay with the employer. Based on the purpose, the research is considered as applied research. In order to collect information, library studies and also a field study among hotel employees in Mashhad city were used. Using the conservative rule of sampling method in structural equation modeling, the minimum sample size was equal to 220 and the limit was between 110 and 330 data; Therefore, 330 questionnaires were distributed among the statistical population, of which 285 questionnaires were completely filled and delivered in order to collect data and information for analysis. The questionnaire of this research included 22 questions and was designed in a 5-point Likert scale. The validity of the questionnaire was evaluated with convergent validity (average variance extracted) and divergent validity (Fornell's and Locker's criterion techniques, cross-sectional load test and heterotrait - monotrait ratio). Its reliability was also confirmed with Cronbach's alpha, homogenous reliability and composite reliability. So that the reliability of the variables and the reliability of the variables of the questionnaire were evaluated higher than (0.7). Finally, the data obtained from the questionnaire were analyzed using statistical tests. Hypotheses were tested with structural equation model (path analysis) in SmartPLS3 software. The results showed that the attractiveness of the employer affects the intention to recommend the employer; Job satisfaction and willingness of employees to stay in the organization are effective.

کلیدواژه‌ها [English]

  • employer brand attractiveness
  • The intention to recommend
  • The intention to stay
  • Job Satisfaction
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