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研究生:邱傳君
研究生(外文):Chuan-Chun Chiu
論文名稱:企業自我成長計劃對潛在優秀員工之吸引力
論文名稱(外文):The Attractiveness of Corporate Self-Growth Program to Potential Quality Employees
指導教授:黃文曄
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:英文
論文頁數:57
中文關鍵詞:組織吸引力教育訓練雇主品牌員工發展
外文關鍵詞:organizational attractivenessemployer brandcorporate attractivenesstraining and educationself-growth program
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頂尖人才是企業稀少的資產(Drucker, 2002),企業視人才招募與人才留任為首要任務,由於每一位傑出的員工都是建構強大人才庫的重要一員,且帶領整個組織邁向成功,因此,企業必須看待員工如同對待顧客一般,盡力照顧好他們的「顧客」。行銷活動會影響顧客購買意願及顧客行為,有效的行銷策略可以吸引目標族群;同樣地,人力市場可被視為產品市場、現任員工為內部消費者,而求職者為潛在消費者、工作如同商品(Fyock, 1993)。尤其是在人力資源短缺的情況之下,公司不僅需要重視現任員工,更要著眼於求職者,提供具吸引力的招募資訊以吸引求職者的目光,進而增加求職意願、企業吸引力、對組織的心理契約與組織承諾。因此,本研究探討企業提供自我成長計劃(訓練課程或教育計劃)對求職意願、企業吸引力、心理契約與組織承諾之效果。研究結果指出(1)企業吸引力可能影響求職意願、心理契約與組織承諾,以及(2)適當的自我成長計劃對企業吸引力及求職意願造成顯著影響。
Top talent is the scarcest resource in any organization, and knowledge workers are assets (Drucker, 2002). Corporate should take talent recruitment and retention as the priority mission to complete. Each excellent individual is the key element for a strong talent pool to help the organization stays competitive. Therefore, organizations should value each employee as customer, and do their best to take care of their “customers”. Marketing activities are vital to affect customers’ purchase intention and behaviors. Effective marketing strategy thus is the key to attract target customers. Talent market too can be perceived as a product market and employees are internal customers, and companies should treat their current employees as customers, job applicants as potential customers, and jobs as products (Fyock, 1993). Specifically, this study attempts to investigate the effect of self-growth program, as an effective marketing tool. The result indicates that (1) corporate attractiveness was likely to have influence on job application intention, psychological contract, and organizational commitment, and (2) self-growth program resulted in significant difference in corporate attractiveness and job application intention.
TITLE PAGE I
ABSTRACT II
ACKNOWLEDGEMENT IV
TABLE OF CONTENTS V
LIST OF TABLES VII
LIST OF FIGURES VIII
CHAPTER 1 INTRODUCTION 1
1.1 BRIEF BACKGROUND 1
1.2 EMPLOYEES AS CUSTOMERS 2
1.3 OBJECTIVES OF THIS RESEARCH 2
1.4 IMPORTANCE AND SIGNIFICANCE OF THIS RESEARCH 3
1.5 RESEARCH QUESTIONS 5
CHAPTER 2 LITERATURE REVIEW 6
2.1 CORPORATE ATTRACTIVENESS AS BRAND EQUITY 6
2.1.1 Employer Branding 7
2.1.2 Organizational Attractiveness 9
2.2 SELF-GROWTH PROGRAMS 11
2.2.1 Advantages from Self-Growth Programs 12
2.2.2 Self-Growth Programs as Incentives 14
2.3 THE IMPORTANCE OF P-O FIT 17
CHAPTER 3 METHODOLOGY 21
3.1 MEASUREMENT 21
3.1.1 Independent Variable 21
3.1.2 Dependent Variable 22
3.2 PRETEST 23
3.3 SUBJECTS AND RESEARCH DESIGN 24
3.4 PROCEDURE 26
3.5 DATA ANALYSIS 26
CHAPTER 4 DATA ANALYSIS AND RESULT 28
4.1 SAMPLE DEMOGRAPHICS 28
4.2 RELIABILITY ANALYSIS 28
4.3 HYPOTHESES TESTING 29
4.3.1 Independent Sample T-Test to Compare Control Group with Experimental Group 30
4.3.2 Correlation Analysis and Regression Analysis 31
CHAPTER 5 DISCUSSION AND CONCLUSION 34
5.1 DISCUSSION 34
5.1.1 The Effect of Self-Growth Program on Corporate Attractiveness and Job Application Intention 34
5.1.2 The Effect of Corporate Attractiveness on Job Application Intention, Psychological Contract, and Organizational Commitment 36
5.2 MANAGERIAL IMPLICATIONS 37
5.3 LIMITATIONS AND FUTURE RESEARCH 39
REFERENCE 41
APPENDIX A QUESTIONNAIRE FOR CONTROL GROUP (CHINESE VERSION) 48
APPENDIX B QUESTIONNAIRE FOR EXPERIMENTAL GROUP (CHINESE VERSION) 52
APPENDIX C SURVEY MEASUREMENT SCALES 56


List of Tables

TABLE 1. DEFINITION OF EMPLOYER BRANDING 8
TABLE 2. IMPORTANCE OF JOB ATTRIBUTES FROM PREVIOUS STUDIES 17
TABLE 3. CONCEPT OF INTEGRATING HUMAN RESOURCES AND MARKETING 19
TABLE 4. DESCRIPTIVE ANALYSIS OF SAMPLE (N = 413) 29
TABLE 5. CRONBACH ALPHA VALUES OF EACH VARIABLE 29
TABLE 6. RESULT OF INDEPENDENT SAMPLES T-TEST IN TERMS OF CORPORATE ATTRACTIVENESS AND JOB APPLICATION INTENTION 31
TABLE 7. RESULT OF CORRELATION ANALYSIS (N = 209) 32
TABLE 8. RESULT OF REGRESSION ANALYSIS (N = 209) 33


List of Figures


FIGURE 1. EMPLOYER BRANDING FRAMEWORK 9
FIGURE 2. CYCLE OF EFFECTIVE RECRUITMENT 16
FIGURE 3. THEORETICAL MODEL OF THIS STUDY 20
FIGURE 4. RESEARCH DESIGN OF THIS STUDY 25
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