The influence of the Employer Brand on Employee Attitudes relevant for Service Branding : An Empirical Investigation

Purpose - There is scientific consensus that employees' attitudes have a fundamental impact on customers' experiences. The paper focuses on how to create favourable employee attitudes that are relevant for the creation of the service brand. In this context, we develop a framework that combines the concept of the perceived employer brand with employee outcomes that are relevant for service branding.
Design/methodology/approach - Empirical data were collected from a sample (N = 2,189) of a worldwide operating insurance company. Data analysis was performed using structural equation modelling.
Findings - First, the findings underpin the idea of a relationship between the perceived employer brand and service branding. Second, the influence of particular drivers for employee attitudes is determined.
Research limitations/implications - Research is based on data from only one company. Furthermore, customer outcomes are not investigated directly. Thus, research needs to be taken further by investigating the creation of a service brand, simultaneously exploring employees' attitudes and customers' experiences.
Practical implications - Influencing customer experiences is a complex process that involves interactions among several stakeholder groups. In order to raise efficiency, we propose that companies focus on creating a strong employer brand as this constitutes an efficient way of service branding.
Originality/value - This paper highlights the influence of the perceived employer brand on employees' attitudes, which is especially important in service settings. The investigation of customer-relevant employee attitudes emphasizes the significance of creating a strong employer brand. Furthermore, long-term effects are considered by investigating the influence of the perceived employer brand on potential employees' identification.