Empirical Research On The Relationship Among Employer Brand, Organizational Commitment And Customer Internal Loyalty

The 21st century is the era of knowledge economy, companies increasingly competitive, and competitive performance in the final analysis reflected in the talent competition. Faced with fierce competition in the talent market, how to attract and retain talent, improve employee loyalty, in order to reduce its huge losses brought about by the movement, has become the business sector in general and theoretical concerns. Following the employer brand as a product brand and corporate brand image after the third brand, have a stronger appeal and influence, not only to attract more outside talent, but will also enhance the existing staff have more pride Sense, more to help businesses increase employee loyalty. In this paper, at home and abroad on the basis of existing research results, mainly from the perspective of internal marketing, the use of empirical analysis methods, corporate employer brand, organizational commitment and loyalty among internal customers was to explore the relationship. Paper is divided into five chapters.The first chapter, this paper describes the background, significance, methods and content, and related concepts defined; second chapter reviews the employer brand, organizational commitment and internal customer loyalty research status; the third proposes the employer brand, Organizational commitment and internal Customer Loyalty assumptions; fourth chapter employer brand, organizational commitment and internal customer loyalty research and design; the fifth chapter of the employer brand, organizational commitment and the relationship between customer loyalty within an empirical analysis.Its conclusion: related relations, among employer brand, organizational commitment and internal customer loyalty have significant correlation; causal relations, the employer brand in total compensation, career development, work itself and the corporate culture within the four dimensions has significant influence to internal customer loyalty, and brand strength was not significant to internal customer loyalty ; among organizational commitment, affective commitment, continuance commitment, normative commitment the three degrees has significant influence to internal customer loyalty; total compensation, corporate culture in employer brand for affective commitment have significant effects; full pay, work itself and brand strength has significant impact to continued commitment; career development, corporate culture on normative commitment significantly affected.The results, not only complements the employer branding context of Chinese culture, organizational commitment and customer loyalty within the empirical research, more in-depth study of the various dimensions of employer brand and organizational commitment within the dimensions of the impact of customer loyalty, confirmed In modern enterprises, employers and organizations committed to building brand loyalty to employees has a positive impact, that is, Employer Brand, a high level of organizational commitment to increase employee loyalty, reduce employee turnover rate and thus save human capital, increase Performance.