The relationship between employer image and employee commitment in family-run hospitality firms

Katrin Schwaiger,Anita Zehrer

doi:10.1108/ijcthr-10-2020-0238

Abstract

PurposeAmong all forms of commitment, affective commitment has been shown to be the most desirable for enterprises. However, research on commitment among employees in family-run businesses in the hospitality industry is scant. To address this gap, this study aims to analyze the impact of employer image components on hospitality employees’ affective occupational commitment within family-run businesses. As one can assume specific employer image aspects when studying family-run businesses, this paper expects to achieve a better understanding of the relationship between employer image and employee commitment in this context.Design/methodology/approachThis study adopts the employer image framework of Baum and Kabst (2013), emphasizing that in addition to considering potential employees, the commitment of current employees needs to be assessed. Convenience sampling is used to obtain a sample from the target population (Tyrolean hospitality and gastronomy employees) from June to September 2018. Multiple linear regression analysis is applied to test the influence of individual employer image constituents on employees’ affective occupational commitment.FindingsAmong the five components of the employer image framework applied here, working atmosphere, task attractiveness and payment attractiveness show a significant influence on employees’ affective occupational commitment.Originality/valueThis study connects an existing employer image model to employee commitment within the hospitality industry. The findings suggest that the model is applicable to current employees as a key stakeholder group and shows the utility of employer image theory in connection with employee commitment.

Highlights

Critical staffing issues have dominated the hospitality industry for several years
A positive employer image is important in two regards: Katrin Schwaiger is based at the MCI Management Center Innsbruck, Innsbruck, Austria and Faculty of Geography, University of Cologne, Cologne, Germany
The main purpose of this study was to contribute to the understanding of how employer image relates to affective occupational commitment

Summary

Introduction

Critical staffing issues have dominated the hospitality industry for several years. There is a consensus in the literature that the hospitality industry suffers from skilled labor shortages and turnover more than other industries (Ferreira et al, 2017; Kim, 2014). The image of hospitality sector jobs are dominated by unsocial and long working hours, the lack of work-life balance, low wages and a relatively low social status (Deery and Jago, 2009; Ineson et al, 2013; Richardson, 2010). This negative image applies to hotel chains and family-run businesses alike, family businesses differentiate themselves from nonfamily businesses with respect to employer image. Anita Zehrer is based at MCI Family Business Center, MCI Management Center Innsbruck, Innsbruck, Austria

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