雇主品牌与员工忠诚度的相关分析

本研究依据国内外关于雇主品牌和员工忠诚度的相关理论,构建雇主品牌和员工忠诚度的关系模型,通过问卷调查,对调查数据借助SPSS统计软件进行项目分析、因素分析、独立样本T检验、方差分析、相关分析等,发现雇主品牌与员工忠诚度有显著的正向相关性,雇主品牌各维度影响不同层面的员工忠诚度,员工个体变量显著影响雇主品牌和员工忠诚度。因此企业可以通过雇主品牌的构建来提高员工忠诚度,根据不同员工的特点采取相应的策略以增加其忠诚行为的发生频率。

The Correlation Analysis on Employer Brand and Staff Loyalty

The article bases the loyalty-related theories at home and abroad on the employer brand and employee,build the relational model between employer brand and staff loyalty.Through the survey,handling the survey data using SPSS statistical software for item analysis,factor analysis,independent-samples T test,variance analysis and correlation analysis,we found that the employer brand and staff loyalty have a significant positive correlation,that are,all dimensions of employer brand affect different levels of employee loyalty,while employee individual variables significantly affect employer brand and staff loyalty.Therefore,enterprises can build employer brand to increase employee loyalty,and take different strategies based on employee's characteristics in order to increase the frequency of their loyalty.