Company Image as an Employer on Poland's Mobile Telecommunication Market and Its Relationship with Consumer Recommendations

• Autorzy: Maria Rybaczewska , Łukasz Sułkowski
• Języki publikacji: EN

Abstrakty

EN

Objective: The objective of the article is to answer the research question whether there exists any correlation between the image of a company as an employer and consumers' recommending its offer.

Research Design & Methods: Survey questionnaire conducted on a group of 896 respondents provided quantitative data analysed with the application of statistical methods.

Findings: The research focused on current and potential customers in the dynamic market of telecommunications services. The analysis demonstrated that respondents who perceive the service provider as a good employer are more willing to recommend its offer.

Implications & Recommendations: While the employer image is believed to be powerful from the human capital perspective, it is also a meaningful intangible factor for offer recommendations.

Contribution & Value Added: This research contributes to both human resources and marketing literature by providing a new perspective on the value of company's image as an employer. (original abstract)

Słowa kluczowe

EN

Employer branding; Service marketing; Mobile technologies; Recommendation; Consumer

PL

Wizerunek pracodawcy; Marketing usług; Technologie mobilne; Rekomendacje; Konsument

• Czasopismo: Entrepreneurial Business and Economics Review
• Rocznik: 2020
• Tom: 8
• Numer: nr 2
• Strony: 141--152

Twórcy

autor

Maria Rybaczewska

• University of Social Sciences, Łódź

autor

Łukasz Sułkowski

• Jagiellonian University in Kraków, Poland

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Identyfikatory

DOI

10.15678/EBER.2020.080208