İşveren markasının örgütsel bağlılık ve örgütsel özdeşleşmeye etkisinde kuşak farklılıklarının incelenmesi
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Bursa Teknik Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
İnsan kaynakları ile pazarlama departmanları arasında oldukça stratejik bir köprü görevi gören işveren markası, nitelikli personeli bulmak, bünyelerine dâhil etmek ve mevcut personelin bünyelerinde kalmasını sağlamak amacıyla örgütlerin işveren olarak kendi imajlarını yaratmaları gerektiğini belirten bir uygulamadır. Güçlü bir işveren markası da işgörenlerin örgüte olan bağlılık düzeylerini arttırmakla beraber işgörenlerin örgüt ile davranışsal, duygusal ve bilişsel yönden özdeşleşmelerine olanak sağlamaktadır. Bu düşünceden hareketle bu çalışmada işveren markasının örgütsel bağlılık ve örgütsel özdeşleşme üzerindeki etkisinde X ve Y kuşakları arasında farklılıkların olup olmadığı araştırılmıştır. Ayrıca, araştırmanın bağımlı değişkenleri olan örgütsel özdeşleşme ile örgütsel bağlılık arasındaki ilişki de incelenmiştir. Bu doğrultuda araştırma Bursa ilinde tekstil sektöründe yer alan 221 özel sektör çalışanı üzerinde yapılmıştır. Verilerin toplanmasına anket tekniğinden yararlanılmıştır. Araştırmada Örgütsel Bağlılık Ölçeği, İşveren Markası Ölçeği ve Örgütsel Özdeşleşme Ölçeği kullanılmıştır. Verilerin analizinde SPSS 23.0 istatistik paket programı kullanılmıştır. Araştırmanın bağımsız değişkeni işveren markası, bağımlı değişkenleri ise örgütsel bağlılık ve örgütsel özdeşleşmedir. Verilerin analizinde frekans analizi, güvenilirlik analizi, faktör analizi ve korelasyon analizinden yararlanılmıştır. Bağımsız değişkenin bağımlı değişken üzerindeki etkisini kuşak farklılıkları bazında incelemek amacıyla örneklem kuşaklara bölünerek hem X hem de Y kuşağı için ayrı ayrı regresyon analizleri yapılmıştır. Son olarak bağımlı değişkenlerin demografik özelliklerle değişkenliğini test etmek amacıyla da T-testi ve tek yönlü varyans analizinden yararlanılmıştır. Çalışmada hem genel hem de X ve Y kuşağı bağlamında yapılan analizler sonucunda işveren markasının örgütsel bağlılık ve örgütsel özdeşleşme üzerinde pozitif ve anlamlı bir etkisi olduğu sonucuna ulaşılmış olup, iki kuşak arasında farklılık bulunamamıştır. Ayrıca, örgütsel özdeşleşme ile örgütsel bağlılık arasında anlamlı bir ilişki olduğu sonucuna ulaşılmıştır. Araştırmanın sonucunda tüm hipotezler kabul edilmiştir.
Employer brand which acts as a very important bridge between human resources and marketing departments, is an aplication that indicates the requirement for organization to cretae their image as employer in order to find qualified staff, include them in their organization and ensure that existing personnel remain within their organization. A strong employer brand increases the level of commitment of the employees to the organization and also allows the employees to identify with the organization behaviorally, emotionally and cogntively. Based on this idea, it was investigated whether there were differences between X and Y generations in the effect of employer brand on organizational commitment and organizational identification in this study. Also, the relationship between organizational identification and organizational commitment, which are the dependent variables of the research, was examined. The research has been conducted in the Textile Sector in Bursa is located on 221 private sector employees. Survey techniques has been used as survey method. Employer Brand Scale, Organizational Commitment Scale and Organizational Identification Scale were used in the study. SPSS 23.0 statistical package program was used in the analysis of the data. The independent variable of the research is employer brand, dependent variables are organizational commitment and organizational identification. Frequency analysis, reliability analysis, factor analysis and corelation analysis were used in the analysis of the data. In order to examine effect of independent variable on the dependent variable according to generational differences, regression analyzes were made for both generations ( X and Y) by dividing the sample according to the generations. Lastly, T-test and one-way ANOVA were used to test the variability of dependent variables according to demographic charactristics. As a resulf of the study, it was determined that there was positive relationship between employer brand, organizational commitment and organizational identification variables. As a result of analyzes were made in context of general and X-Y Generations, employer brand had a positive and significant effect on both organizational commitment and organizational identification. In addition, it was determined that there is significant relationship between organizational identification and organizational commitment. As a result of the research, all hypothesis were accepted.
Employer brand which acts as a very important bridge between human resources and marketing departments, is an aplication that indicates the requirement for organization to cretae their image as employer in order to find qualified staff, include them in their organization and ensure that existing personnel remain within their organization. A strong employer brand increases the level of commitment of the employees to the organization and also allows the employees to identify with the organization behaviorally, emotionally and cogntively. Based on this idea, it was investigated whether there were differences between X and Y generations in the effect of employer brand on organizational commitment and organizational identification in this study. Also, the relationship between organizational identification and organizational commitment, which are the dependent variables of the research, was examined. The research has been conducted in the Textile Sector in Bursa is located on 221 private sector employees. Survey techniques has been used as survey method. Employer Brand Scale, Organizational Commitment Scale and Organizational Identification Scale were used in the study. SPSS 23.0 statistical package program was used in the analysis of the data. The independent variable of the research is employer brand, dependent variables are organizational commitment and organizational identification. Frequency analysis, reliability analysis, factor analysis and corelation analysis were used in the analysis of the data. In order to examine effect of independent variable on the dependent variable according to generational differences, regression analyzes were made for both generations ( X and Y) by dividing the sample according to the generations. Lastly, T-test and one-way ANOVA were used to test the variability of dependent variables according to demographic charactristics. As a resulf of the study, it was determined that there was positive relationship between employer brand, organizational commitment and organizational identification variables. As a result of analyzes were made in context of general and X-Y Generations, employer brand had a positive and significant effect on both organizational commitment and organizational identification. In addition, it was determined that there is significant relationship between organizational identification and organizational commitment. As a result of the research, all hypothesis were accepted.
Açıklama
Lisansüstü Eğitim Enstitüsü, İşletme Ana Bilim Dalı, İşletme Bilim Dalı
Anahtar Kelimeler
İşletme, Business Administration
