صدای کارمند: بمب ساعتی یا سفیران برند؟ (بررسی اثر صدا بر تعهد کارمندان)

نوع مقاله : علمی - پژوهشی

نویسندگان

1 پژوهشگر شرکت اندیشه پردازان پارنا پارسیا.

2 استاد دانشگاه تربیت مدرس تهران

3 کمیته تحقیقات دانشجویی، دانشکده مدیریت و اطلاع رسانی پزشکی، دانشگاه علوم پزشکی شیراز، شیراز، ایران.

چکیده

 سازمان‌ها به طور فزاینده‌ای به افراد و کارمندانی نیاز دارند که ایده‌های جدید خود را بیان کنند و پیشنهاد‌های ارزشمندی را به منظور پاسخ به تغییر‌های محیط پویای کسب و کار ارائه دهند. کارمندان اغلب ایده‌ها، اطلاعات و نظرهای سازنده‌ای جهت بهبود کار و سازمان خود دارند. آنها گاهی با صدا، ایده‌ها و نظر‌های خود را بیان می‌کنند و گاهی سکوت کرده و از ابراز نظرهایشان خودداری می‌کنند. هدف از این مقاله ارائه الگویی است که در آن، چهار نوع مختلف از صدا (حمایتی، سازنده، دفاعی و مخرب) و رابطه آنها با تعهد کارمندان شناسایی شود. این پژوهش کاربردی بوده و داده‌های مورد نیاز از طریق توزیع پرسشنامه بین 373 نفر از کارمندان دانشگاه علوم پزشکی و خدمات بهداشتی درمانی شیراز جمع آوری شده است. جهت بررسی روایی پرسشنامه از روایی محتوایی و همگرا و برای پایایی آن از روش آلفای کرونباخ (86/0) استفاده شده است. برای آزمون فرضیه‌ها از روش الگو‌‌‌سازی معادلات ساختاری استفاده شد. نتایج تحقیق حاکی از ارتباط بین چهار نوع صدای کارمند و تعهد آنها به برند است. همچنین این تحقیق نشان‌ داد که تعهد کارمندان بر ارزش ویژه برند از دید آنها اثر دارد.

کلیدواژه‌ها

عنوان مقاله [English]

?Employee voice: time bomb or brand Ambassadors

چکیده [English]

Organizations increasingly need people who openly express their new ideas and make valuable suggestions for change in order to proactively respond to the challenges of a dynamic business environment. Employees often have ideas, information, and opinions for constructive ways to improve work and work organizations. Sometimes these employees exercise voice and express their ideas, information, and opinions; and other times they engage in silence and withhold their ideas, information, and opinions. In this article we presented a framework that identifies 4 different types of employee voice behavior (supportive, constructive, defensive, and destructive) and its relation to the employee brand commitment and Employee brand equity. In this applied survey sampling method was of non-probability of the classification and to determine the sample size of the Morgan table and Cochran formula are used. Data has obtained from 373 employees at Shiraz University of Medical Sciences. To test the validity of questionnaires three approaches including convergent validity and content validity are used. Reliability test is also performed by Cronbach's alpha (0/86) and Composite Reliability methods. Structural equation modeling techniques and smart pls software was selected for verifying the hypotheses. The results showed a significant relationship between four types of voice behavior and employee brand commitment. The research also showed that a significant relationship between employee brand commitment and Employee brand equity.

کلیدواژه‌ها [English]

  • .types of employee voic- brand commitment- employee based brand equity- brand ambassadors

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سابقه مقاله

  • تاریخ دریافت: 07 آبان 1394
  • تاریخ بازنگری: 08 اردیبهشت 1403
  • تاریخ پذیرش: 11 دی 1399

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