Quality Experienced, Corporate Image and Employer Brand in Service Industry—An Experiment on THSRC with Extrinsic Cues as the Moderating Role

• Main Authors: Chu-Hsuan Huang, 黃筑萱
• Other Authors: Ting-Yang Liu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/2w8bt2

碩士 === 國立高雄師範大學 === 人力與知識管理研究所 === 97 === It has become an important component of organizational strategy to building a strong employer brand. There is some evidence that employment brand equity affect job seekers' attraction to and intentions to apply to organizations. While employment brand equity seems to be an important concept. It's impact on job application intentions among potential recruits. 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. 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 effects of extrinsic cues on employer brand between contact personnel and physical environment. Finally, based on the above conclusion, suggestions were made to employer brand issue and future studies as references. We noted that there are close relationship among service quality, corporate image and extrinsic cues in employer brand of service industry.