Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/31458
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Company image as an employer on Poland’s mobile telecommunication market and its relationship with consumer recommendations
Author(s): Rybaczewska, Maria
Sułkowski, Łukasz
Keywords: employer image
consumer recommendations
service marketing
mobile telecommunications sector
Poland
Issue Date: 2020
Citation: Rybaczewska M & Sułkowski Ł (2020) Company image as an employer on Poland’s mobile telecommunication market and its relationship with consumer recommendations. Entrepreneurial Business and Economics Review, 8 (2), pp. 141-152. https://doi.org/10.15678/EBER.2020.080208
Abstract: 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.
DOI Link: 10.15678/EBER.2020.080208
Rights: This article is published under the terms of the Creative Commons Attribution – NoDerivs (CC BY-ND 4.0) License http://creativecommons.org/licenses/by-nd/4.0/
Licence URL(s): http://creativecommons.org/licenses/by-nd/4.0/

Files in This Item:
File Description SizeFormat 
805-Article Text-6309-1-10-20200628.pdfFulltext - Published Version462.44 kBAdobe PDFView/Open



This item is protected by original copyright



A file in this item is licensed under a Creative Commons License Creative Commons

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact library@stir.ac.uk providing details and we will remove the Work from public display in STORRE and investigate your claim.