RELATIONSHIP BETWEEN EMPLOYER BRAND ATTRACTIVENESS AND WORK ENGAGEMENT AND EMPLOYEE LOYALTY IN THE SERVICE SECTOR IN HCM CITY

Abstract

This paper studies the relationship between Employer Attractiveness (EA) and Work Engagemet (WE) and between work engagemet and Employee Loyalty (EL). The sample consisted of 412 employees working in service businesses in Ho Chi Minh City. Using the random sampling method, Data were collected through surveys from direct and online survey from August 2020 to April 2021. From data collected, the study is conducted to process and analysis of Cronbach's Alpha, EFA, CFA, SEM to test the scales and hypothesis in the research model. Research results show that the value components of EA have a positive impact on WE. However, the application value of EA is not as expected. At the same time, the study also found that there is a positive relationship between Work Engagemet and Employee Loyalty. EA works by consistently putting forth an image surrounding management and business practices that make organization an attractive, “good place to work.” EA is a targeted, long-term strategy to manage the attitude of employees, the strategy can be tuned to drive recruitment and retention talents management efforts.