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The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation

Tobias Schlager (Institute for Insurance Economics (I.VW‐HSG), University of St Gallen, St Gallen, Switzerland)
Mareike Bodderas (Institute for Insurance Economics (I.VW‐HSG), University of St Gallen, St Gallen, Switzerland)
Peter Maas (Institute for Insurance Economics (I.VW‐HSG), University of St Gallen, St Gallen, Switzerland)
Joël Luc Cachelin (Institute for Insurance Economics (I.VW‐HSG), University of St Gallen, St Gallen, Switzerland)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 11 October 2011

Abstract

Purpose

There is scientific consensus that employees' attitudes have a fundamental impact on customers' experiences. This paper seeks to focus on how to create favourable employee attitudes that are relevant for the creation of the service brand. In this context, the aim is to develop a framework that combines the concept of the perceived employer brand with employee outcomes that are relevant for service branding.

Design/methodology/approach

Empirical data were collected from a sample (n=2,189) of a worldwide operating insurance company. Data analysis was performed using structural equation modelling.

Findings

First, the findings underpin the idea of a relationship between the perceived employer brand and service branding. Second, the influence of particular drivers for employee attitudes is determined.

Research limitations/implications

Research is based on data from only one company. Furthermore, customer outcomes are not investigated directly. Thus, research needs to be taken further by investigating the creation of a service brand, simultaneously exploring employees' attitudes and customers' experiences.

Practical implications

Influencing customer experiences is a complex process that involves interactions among several stakeholder groups. In order to raise efficiency, it is proposed that companies focus on creating a strong employer brand as this constitutes an efficient way of service branding.

Originality/value

This paper highlights the influence of the perceived employer brand on employees' attitudes, which is especially important in service settings. The investigation of customer‐relevant employee attitudes emphasises the significance of creating a strong employer brand. Furthermore, long‐term effects are considered by investigating the influence of the perceived employer brand on potential employees' identification.

Keywords

Citation

Schlager, T., Bodderas, M., Maas, P. and Luc Cachelin, J. (2011), "The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation", Journal of Services Marketing, Vol. 25 No. 7, pp. 497-508. https://doi.org/10.1108/08876041111173624

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited