The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation

Purpose – There is scientific consensus that employees' attitudes have a fundamental impact on customers' experiences. This paper seeks to focus on how to create favourable employee attitudes that are relevant for the creation of the service brand. In this context, the aim is to develop a framework that combines the concept of the perceived employer brand with employee outcomes that are relevant for service branding. Design/methodology/approach – Empirical data were collected from a sample ( n =2,189) of a worldwide operating insurance company. Data analysis was performed using structural equation modelling. Findings – First, the findings underpin the idea of a relationship between the perceived employer brand and service branding. Second, the influence of particular drivers for employee attitudes is determined. Research limitations/implications – Research is based on data from only one company. Furthermore, customer outcomes are not investigated directly. Thus, research needs to be taken further by investigating the creation of a service brand, simultaneously exploring employees' attitudes and customers' experiences. Practical implications – Influencing customer experiences is a complex process that involves interactions among several stakeholder groups. In order to raise efficiency, it is proposed that companies focus on creating a strong employer brand as this constitutes an efficient way of service branding. Originality/value – This paper highlights the influence of the perceived employer brand on employees' attitudes, which is especially important in service settings. The investigation of customer‐relevant employee attitudes emphasises the significance of creating a strong employer brand. Furthermore, long‐term effects are considered by investigating the influence of the perceived employer brand on potential employees' identification.