Company Image as an Employer on Poland’s Mobile Telecommunication Market and Its Relationship with Consumer Recommendations


Abstract

Objective: The objective of the article is to answer the research question whether there exists any correlation between the image of a company as an employer and consumers’ recommending its offer.

Research Design & Methods: Survey questionnaire conducted on a group of 896 respondents provided quantitative data analysed with the application of statistical methods.

Findings: The research focused on current and potential customers in the dynamic market of telecommunications services. The analysis demonstrated that respondents who perceive the service provider as a good employer are more willing to recommend its offer.

Implications & Recommendations: While the employer image is believed to be powerful from the human capital perspective, it is also a meaningful intangible factor for offer recommendations.

Contribution & Value Added: This research contributes to both human resources and marketing literature by providing a new perspective on the value of company’s image as an employer.


Keywords

employer image; consumer recommendations; service marketing; mobile telecommunications sector; Poland

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Published : 2020-06-30


Rybaczewska, M., & Sułkowski, Łukasz. (2020). Company Image as an Employer on Poland’s Mobile Telecommunication Market and Its Relationship with Consumer Recommendations. Entrepreneurial Business and Economics Review, 8(2), 141-152. https://doi.org/10.15678/EBER.2020.080208

Maria Rybaczewska 
University of Stirling  United Kingdom

Assistant professor at the University of Social Sciences in Łódź (Poland). Research Fellow  at Stirling Management School, University of Stirling (Scotland, UK). 

Correspondence to: Dr Maria Rybaczewska, University of Social Sciences in Łódź, ul. Sienkiewicza 9, 90-113 Łódź, Poland, e-mail: mrybaczewska@spoleczna.pl


Łukasz Sułkowski  lsulkowski@spoleczna.pl
Jagiellonian University in Kraków  Poland




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