Mert GÜRLEK, Ayşen AKBAŞ TUNA, Murat YEŞİLTAŞ

İşveren Markası İşe Adanmayı Nasıl Etkiler? Duygusal Emeğin Aracılık Rolü

Bu araştırma işveren markasının duygusal emek ve işe adanma üzerindeki etkilerini incelemeyi amaçlamaktadır. Geliştirilen teorik model yapısal eşitlik modellemesi kullanılarak test edilmiştir. Araştırmada kullanılan veriler Ankara ilinde faaliyet gösteren beş yıldızlı otel işletmelerinin işgörenlerinden elde edilmiştir. Bulgulara göre, işveren markası duygusal emeğin yüzeysel davranış boyutunu anlamlı olarak etkilemezken, derin ve doğal davranış boyutlarını olumlu ve anlamlı olarak etkilemektedir. Diğer yandan, derin ve doğal davranışlar işe adanma üzerinde olumlu ve anlamlı bir etkiye sahipken, yüzeysel davranış işe adanma üzerinde anlamlı bir etkiye sahip değildir. Aracılık etkisi açısından, derin ve doğal davranışlar işveren markasının işe adanma üzerindeki etkisine aracılık etmektedir. Sonuç olarak, bu araştırma işveren markasının örgütlere sunduğu yararlardan bir kesit sunarak alanyazına katkı sağlamaktadır.

How Does Employer Brand Affect Work Engagement? The Mediating Role Of Emotional Labor

This research aims to investigate the effects of employer brand on emotional labor and work engagement. The developed theoretical model was tested using structural equation modeling. The data used in the research were obtained from the employees working in five-star hotels in Ankara. According to the findings, while employer brand does not significantly affect the surface acting dimension of emotional labor, it affects the deep acting and natural acting dimensions positively and significantly. On the other hand, deep acting and natural acting have a positive and significant effect on work engagement, whereas surface acting does not have a significant effect on work engagement. In terms of mediation effect, deep and natural actings mediate the impact of employer brand on work engagement. As a result, this research contributes to the literature by providing a cross-section of the benefits of the employer brand to organizations.

Keywords:

Employer brand emotional labor, work engagement, hotel companies,

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