An Empirical Study on Training, Job Satisfaction, and Corporate Brand Image Relationship to Employees Working Performance in Context of British American Tobacco, Dhaka

An Empirical Study on Training, Job Satisfaction, and Corporate Brand Image Relationship to Employees Working Performance in Context of British American Tobacco, Dhaka

A. H. M. Ehsanul Huda Chowdhury (American International University-Bangladesh, Bangladesh), Eric Lynn Hira (American International University-Bangladesh, Bangladesh), Abdullah-Al-Mamun (American International University-Bangladesh, Bangladesh) and Mohammad Moshfequn Kaisar (American International University-Bangladesh, Bangladesh)
Copyright: © 2012 |Pages: 12
DOI: 10.4018/ijabe.2012070104
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Abstract

This paper examines the relationship of training, job satisfaction, and corporate brand image with employees working performance at British American Tobacco, Dhaka. A significant relationship exists between training and employees’ performance at BAT Dhaka in Bangladesh. To produce better work efforts, it is important to note that job satisfaction influences satisfactory performance output. It is found that brand image psychologically influences and motivates employees and is strongly related to employees working effort. About 100 questionnaires were distributed among the respondents of BAT Dhaka and data were analyzed. Correlation analysis and stepwise regression analysis were performed for testing hypotheses. The research showed that relationships exist between Training, Brand Image, and Job satisfaction among employees working performance.
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Literature Review

As a basis for purchase decision processes consumers rely on key data – information chunks – which replace a range of secondary information by a single piece of information (Zentes, 2004; Kroeber-Riel & Weinberg, 2003). This limits the number of subjectively relevant product features (Schulte-Frankenfeld, 1985). Trommsdorff (2004) says the most important consumer information chunks are brand name, logo, price, independent test reports, advertisement recognition ratio and geographical origin. Especially with regard to services it is mentioned that since consumers find these difficult to evaluate, information chunks are used as an indicator for the overall quality (Stauss, 1994).

The Heuristic-Systematic-Model (HSM) outlined by Chaiken can be used to explain the described behaviour (Chaiken, 1980). The model differentiates between systematic and heuristic information processing. Chaiken et al. (1989) postulate that consumers as a rule prefer heuristic information processing because it means little cognitive expenditure. If, though, the consumer is highly motivated or has extensive knowledge of a product, he/she may also apply systematic information processing.

Basically it must be considered that the consumer often does not have access to all relevant information for the purchase decision process and in that case there is no necessity to reduce the massive amount of information as in the case before. In such situations the information chunks are used as a basis to derive conclusions – inferences – about the type of missing information (Simmons & Leonard, 1990).

With regard to the present analysis this means that it is entirely possible that consumers use the origin of a CHI as an information chunk and make their decision to join according to this feature.

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