The relationship between employer image and employee engagement in family-run hotels

Summary of the study

The aim of this study is to gain a deeper understanding of the affective commitment of employees in family-run hotel and restaurant businesses. This affective commitment is considered the most desirable form of retention for organizations, yet research in this specific context is scarce. To fill this gap, this paper analyzes the influence of employer image components on the affective job commitment of hospitality employees in family businesses. It is expected that by examining the specific aspects of employer image in family businesses, a better understanding of the relationship between employer image and employee engagement in this particular environment will be achieved.

Methodologically, the employer image framework by Baum and Kabst (2013) was used as a basis, emphasizing that the commitment of existing employees must be assessed in addition to potential employees. Data was collected using convenience sampling between June and September 2018 from the target population of Tyrolean hospitality and catering employees. A multiple linear regression analysis was used to examine the influence of individual components of employer image on employees' affective job commitment.
The results show that of the five components of the employer image framework applied here, work atmosphere, task attractiveness and salary attractiveness have a significant influence on employees' affective job commitment.
The benefit and originality of this study lies in linking an existing employer image model to employee engagement within the hospitality industry. The findings suggest that the model is applicable to current employees as an important stakeholder group and demonstrate the value of employer image theory in conjunction with employee engagement.

Key findings of this study

• Work atmosphere, task attractiveness and pay attractiveness have a significant positive impact on the affective job commitment of employees in family-run hotels.
• Career opportunities and work-life balance showed no significant influence on affective job commitment in this study.
• The working atmosphere makes the greatest contribution to the affective commitment of employees.
• The study contributes to closing a research gap by applying Baum and Kabst's (2013) employer image framework to current employees in family-run hospitality businesses and examining their affective job engagement.
• It is important for employers in the hospitality industry to focus on improving the working atmosphere, task attractiveness and pay in order to strengthen the affective commitment of their employees and thus reduce employee turnover in the long term.

• Career opportunities and work-life balance did not show a significant influence on affective job commitment in this study.