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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/80066

    Title: 雇主品牌對組織承諾、工作投入與離職傾向之影響-以G科技公司為例;Employer Brand Influence Research Based on Organizational Commitment, Job Involvement and Employee Turnover Intention
    Authors: 許美惠;Hsu, Mei-Huei
    Contributors: 人力資源管理研究所在職專班
    Keywords: 雇主品牌;組織承諾;工作投入;離職傾向;Employer Brand;Organizational Commitment;Job Involvement;Employee Turnover Intention
    Date: 2019-06-10
    Issue Date: 2019-09-03 12:07:43 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 企業環境不斷因應全球化及科技化的競爭影響,再加上新世代員工對組織承諾及工作投入的多變影響,企業如何留任適才的員工,是人力資源工作者的重要課題。
    因此,企業對雇主品牌經營與對企業品牌及產品品牌等經營ㄧ樣重要,如欲維持員工或顧客的忠誠度,並進而讓員工對組織產生承諾,需不斷對員工及顧客長期投入資源,以不斷研究分析並不斷創新價值。;Owing to how enterprises response to the competition raised by today’s globalization and technology advancement, together with the influence of ever-changing organizational commitment and job involvement of Generation Y, it has become a crucial topic for HR workers on how to retain talent.
    This thesis aim to analyze how an Employer Brand influences the organizational commitment, job involvement and employee turnover intention. This study will first choose G Technology Ltd. (hereinafter referred to as G-Tech) as the research case, using survey questionnaire to conduct further research and discussion.
    To sum up, a positive correlation is seen between the Employer Brand, organizational commitment and job involvement in G-Tech, and the organizational commitment can be employed to reduce the employee turnover intention; nevertheless, it does not mean that job involvement has a direct impact on reducing the employee turnover intention. In other words, G-Tech’s turnover intention can only be reduced when a rooted organizational commitment is made through the employee loyalty and trust toward the Employer Brand; whereas sheer job involvement, having weak influence on employee loyalty, can be overtaken by the external competitive environment or internal monetary needs.
    As a result, it is important for the employer to treat the Employer Brand the same way they manage the enterpirse and product brand. Furthermore, in order to maintain both brand loyalty and employee loyalty, it is the employer’s responsibility to constantly study and invest resources to generate new value for both employees and customers.
    Appears in Collections:[人力資源管理研究所碩士在職專班 ] 博碩士論文

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