Effect of employee branding on market share based on individual and organizational values (Studied in: Mellat Bank)

Abstract

In service industries, companies increasingly need to rely on the performance of their service employees to become and stay truly competitive. Despite this viewpoint, most administrators do not believe that they can make competitive advantage in their organizations through employees. Therefore, the present paper aims to study the effect of employee branding on market share based on individual and organizational values. In the present study, employee branding model was applied to banking industry. The statistical population of this paper includes the employees of Mellat Bank in Tehran. Clustering was used as a sampling method for selecting employees. The instrument for data collection was questionnaire. Totally, 410 filled questionnaires were returned. To analyze the data, Partial Least Square (PLS) was applied. The outcomes of Partial Least Square verified the fitness of the model in the studied population. In addition, the results of method analysis indicated that employee branding has a significant influence on market share.