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題名：品質體驗、企業形象對服務業雇主品牌之影響--以外部招募線索為干擾變項之臺灣高鐵實驗研究
書刊名：全球商業經營管理學報
作者：劉廷揚 引用關係／黃筑萱／許祺妮
出版日期：2013
卷期：5
頁次：頁19-30
主題關鍵詞：服務品質；企業形象；雇主品牌；招募線索；臺灣高鐵；Service quality；Corporate image；Employer brand；Cue；THSRC
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
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  • 點閱點閱:49
雇主品牌的管理是決定該公司在相同產業競爭中是否可以成功取得求職者或潛在轉職者認同的重要因素。本研究採服務業的雇主品牌研究，並以消費者行為研究線索利用理論，利用外部招募線索圖片干擾的實驗法探討相關的影響層面以及外部招募線索對求職者的吸引力。本研究目的為：（一）探討服務品質體驗與企業形象對雇主品牌之影響。（二）探討外部招募線索對雇主品牌的干擾影響。（三）不同外部招募線索對雇主品牌的影響程度。（四）以台灣高鐵為例，進行實驗研究以檢驗前述問題。 為達成以上之目的，本研究以將進入職場的大四學生與研究所一般生為問卷發放對象，採行便利抽樣，不限定系所類別。問卷共分為三組，分別為無線索之問卷、附有台灣高鐵實體環境線索圖片之問卷以及附有台灣高鐵人員接觸線索圖片之問卷，每組各發放 50份，共計 150份；有效問卷 145份。採用迴歸分析及單因子變異數分析與事後比較，驗證研究假設。研究結果發現， (一)服務品質體驗與雇主品牌有正向關係； (二)企業形象與雇主品牌有正向關係；(三)外部招募線索對雇主品牌具干擾作用。可得知以人力導向為主的服務產業，服務品質與企業形象對於雇主品牌存在密不可分的關係，而外部招募線索的影響更是佔了相當重要的一環，具有吸引力的線索對於企業組織而言，是可塑造良好雇主品牌的因素之一。
In the same industry, the management of employment brand is one important factor for company to decide whether the job seekers' attraction and intention will be successful affected or not. Therefore, the purposes of this study are as following: first, examine the relationship among service quality, corporate image and employer brand. Second, investigate the moderation effect of extrinsic cues on employer brand. Third, investigate the effect about different extrinsic cues to corporate image. Finally, using Taiwan High Speed Rail Corporate (THSRC) as research objects to take an experiment study. The surveys are conducted to objectives of 145 undergraduate senior students in university. The data collected from the questionnaires was analyzed by regression, one-way ANOVA and Posterior comparison. The findings of this study were summarized as follows: (1) A positive correlation between service quality and employer brand. (2) A positive correlation between corporate image and employer brand. (3) There are different moderation effect of extrinsic cues on employer brand between contact personnel and physical environment. To sum up, we noted that there are close relationships among service quality, corporate image and extrinsic cues in employer brand of service industry. Attracting cues for organizations is one of factors to shape good corporate image.
期刊論文
1.Brady, M. K.、Bourdeau, B. L.、Heskel, J.(2005)。The importance of brand cues in intangible service industries: An application to investment services。Journal of Services Marketing，19(6)，401-410。  new window
2.Pina, J. M.、Martinez, E.、de Chernatony, L.、Drury, S.(2006)。The Effect of Service Brand Extensions on Corporate Image: An Empirical Model。European Journal of Marketing，40(1/2)，174-197。  new window
3.Van Hoye, G.、Lievens, F.(2005)。Recruitment-related information sources and organizational attractiveness: Can something be done about negative publicity?。International Journal of Selection and Assessment，13(3)，179-187。  new window
4.LeBlanc, G.、Nguyen, N.(1996)。Cues used by customers evaluating corporate image in service firms: an empirical study in financial institutions。International Journal of Service Industry Management，7(2)，44-56。  new window
5.Backhaus, Kristin、Tikoo, Surinder(2004)。Conceptualizing and researching employer branding。Career Development International，9(5)，501-517。  new window
6.Knox, S.、Freeman, C.(2006)。Measuring and Managing Employer Brand Image in the Service Industry。Journal of Marketing Management，22(7)，695-716。  new window
7.Balmer, J. M. T.、Liao, M.-N.(2007)。Student Corporate Brand Identification: an Exploratory Case Study。Corporate Communications: An International Journal of Selection and Assessment，12，356-375。  new window
8.Berger, J.、Fitzsmons, G.(2008)。Dogs on the Street, Pumas on Your Feet: How Cues in the Environment Influence Product Evaluation and Choice。Journal of Marketing Research，45(1)，1-14。  new window
9.Chung, J. E.、Yu, J. P.、Pysarchik, D. T.(2006)。Cue Utilization to Assess Food Product Quality: A Comparison of Consumers and Retailers in India。Int. Rev. of Retail, Distribution and Consumer Research，16。  new window
10.Morash, E. A.、Ozment, J.(1996)。The Strategic Use of Transportation Time and Reliability for Competitive Advantage。Transportation Journal，36(2)，35-46。  new window
11.Park, J. W.、Robertson, R.、Wu, C. L.(2006)。Modeling the Impact of Airline Service Quality and Marketing Variables on Passengers' Future Behavioral Intentions。Transportation Planning and Technology，29，359-381。  new window
12.Balmer, John M. T.、Gray, Edmund R.(2003)。Corporate Brands: What Are They? What of Them?。European Journal of Marketing，37(7/8)，972-997。  new window
13.Balmer, J. M. T.、Greyser, S. A.(2006)。Corporate Marketing Integrating Corporate Identity, Corporate Branding, Corporate Communications, Corporate Image and Corporate Reputation。European Journal of Marketing，40，730-741。  new window
14.Nguyen, N.、Leblanc, G.(2002)。Contact personnel, physical environment and the perceived corporate image of intangible services by new clients。International Journal of Service Industry Management，13(3)，242-263。  new window
15.Rynes, S. L.、Bretz, R. D.、Gerhart, B.(1991)。The Importance of Recruitment in Job Search: A Different Way of Looking。Personnel Psychology，44，487-521。  new window
16.Duncan, Tom、Moriarty, Sandra E.(1998)。A Communication-Based Marketing Model for Managing Relationships。Journal of Marketing，62(2)，1-13。  new window
17.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
18.Keller, Kevin Lane、Aaker, David A.(1992)。The Effects of Sequential Introduction of Brand Extensions。Journal of Marketing Research，29(1)，35-50。  new window
19.Aaker, David A.、Keller, Kevin Lane(1990)。Consumer Evaluations of Brand Extensions。Journal of Marketing，54(1)，27-41。  new window
20.Bitner, Mary Jo、Booms, Bernard Henry、Mohr, Lois A.(1994)。Critical Service Encounters: The Employee's Viewpoint。Journal of Marketing，58(4)，95-106。  new window
21.Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。  new window
22.Bitner, Mary Jo(1992)。Servicescapes: The Impact of Physical Surroundings on Customers and Employees。Journal of Marketing，56(2)，57-71。  new window
23.Gatewood, R. D.、Gowan, M. A.、Lautenschlager, G. J.(1993)。Corporate image,recruitment image, and initial job choice decisions。Academy of Management Journal，36(2)，414-427。  new window
24.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
25.Rao, Akshay R.、Monroe, Kent B.(1988)。The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations。Journal of Consumer Research，15(2)，253-264。  new window
圖書
1.Collins, C. J.(2002)。The Effects of Company Recruitment Practices on Job Seekers, Perceived Employment Brand Equity and Intentions to Pursue Job Opportunities。Academy of Management Proceedings。  new window
2.Cooper, D. R.、Schindler, P. S.(2005)。Business Research Methods。NY：McGraw-Hill。  new window
3.Baber, A. E.(1998)。Recruiting Employees: Individual and Organizational Perspectives。Thousand Oaks, CA：Sage Publications。  new window
4.邱皓政(2001)。量化研究與統計分析：SPSS中文視窗版資料分析範例解析。台北：五南。  延伸查詢new window
5.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey：Prentice Hall。  new window
6.Walters, Charles G.(1978)。Consumer behavior: An integrated framework。Richard D. Irwin Inc.。  new window
單篇論文
1.Olson, J. C.(1972)。Inferential Belief Formation in the Cue Utilization Process。  new window
圖書論文
1.Cox, D. F.(1962)。The Measurement of Information Value: A Study in Consumer Decision-Making。Concepts in Marketing。Chicago, IL：American Marketing Association。  new window
 
 
 
 
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