Employer Brand, Service-Oriented Organizational Citizenship Behavior and Service Quality Perception — An Empirical Study Based on the Banking Industry

Abstract

Employer brand is regarded as an effective new practice to address the key challenges of talent management in the market-oriented employment relationship model. At present, the focus of employer brand research has gradually shifted from the labor market to the internal organization, yet there are still few systematic empirical studies on the impact and mechanism of employer brand on the attitudes and behaviors of internal employees, and the field also faces the dilemma of explanatory theories. Research shows that an attractive employer brand exerts a significant positive impact on customers’ service quality perception by influencing frontline service employees’ service-oriented organizational citizenship behavior. On the basis of traditional internal influence theory, the comprehensive application of social exchange theory can effectively explain the impact relationship and mechanism among employer brand, service-oriented organizational citizenship behavior, and customer service quality perception.