Company image as an employer on Poland's mobile telecommunication market and its relationship with consumer recommendations

Citation

Rybaczewska M & Sułkowski Ł (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), pp. 141-152. https://doi.org/10.15678/EBER.2020.080208

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

Journal
Entrepreneurial Business and Economics Review: Volume 8, Issue 2

• Published version