消費者向け広告が従業員の転職意向に与える影響 日本の上場企業の正規従業員を対象とした調査に基づく実証
インターナルマーケティング（IM）は，従業員を顧客として捉え，社内施策に焦点が置かれる。しかし，消費者向け広告は，従業員が仕事の社会的影響を認識したり，意識改革の機会となる。ビジネスではこのような活動が見られるが，研究としては知見が乏しい。本研究は，IMの文献で議論されてきた9つの要因（能力獲得，賃金，ワークライフバランス，上司との信頼関係，人材の多様性，オフィス設備，社員食堂，先端技術，パーパス）に加えて，本研究の仮説である広告を含めた10要因を対象とし，満足と転職意向への影響を明らかにした。日本における10業界（自動車，電機，医療機器，食料品，不動産，IT，金融，小売，サービス，行政）の正...
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| Published in | マーケティングジャーナル Vol. 43; no. 4; pp. 73 - 85 |
|---|---|
| Main Authors | , , |
| Format | Journal Article |
| Language | Japanese |
| Published |
日本マーケティング学会
29.03.2024
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| Subjects | |
| Online Access | Get full text |
| ISSN | 0389-7265 2188-1669 |
| DOI | 10.7222/marketing.2023.059 |
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| Abstract | インターナルマーケティング（IM）は，従業員を顧客として捉え，社内施策に焦点が置かれる。しかし，消費者向け広告は，従業員が仕事の社会的影響を認識したり，意識改革の機会となる。ビジネスではこのような活動が見られるが，研究としては知見が乏しい。本研究は，IMの文献で議論されてきた9つの要因（能力獲得，賃金，ワークライフバランス，上司との信頼関係，人材の多様性，オフィス設備，社員食堂，先端技術，パーパス）に加えて，本研究の仮説である広告を含めた10要因を対象とし，満足と転職意向への影響を明らかにした。日本における10業界（自動車，電機，医療機器，食料品，不動産，IT，金融，小売，サービス，行政）の正規従業員5,000人を対象にオンライン調査を実施し，共分散構造分析を適用した。その結果，広告は満足には効果が検出されず，転職意向で有意な正の効果が見られた。さらに，企業としては規模の小さい組織，従業員属性としては若い世代ほど，転職意向が高まりやすいと確認された。この結果は，広告を通じた社内コミュニケーションを図る際，転職意向が高まらないよう配慮が必要であると警鐘を鳴らしている。 |
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| AbstractList | インターナルマーケティング（IM）は，従業員を顧客として捉え，社内施策に焦点が置かれる。しかし，消費者向け広告は，従業員が仕事の社会的影響を認識したり，意識改革の機会となる。ビジネスではこのような活動が見られるが，研究としては知見が乏しい。本研究は，IMの文献で議論されてきた9つの要因（能力獲得，賃金，ワークライフバランス，上司との信頼関係，人材の多様性，オフィス設備，社員食堂，先端技術，パーパス）に加えて，本研究の仮説である広告を含めた10要因を対象とし，満足と転職意向への影響を明らかにした。日本における10業界（自動車，電機，医療機器，食料品，不動産，IT，金融，小売，サービス，行政）の正規従業員5,000人を対象にオンライン調査を実施し，共分散構造分析を適用した。その結果，広告は満足には効果が検出されず，転職意向で有意な正の効果が見られた。さらに，企業としては規模の小さい組織，従業員属性としては若い世代ほど，転職意向が高まりやすいと確認された。この結果は，広告を通じた社内コミュニケーションを図る際，転職意向が高まらないよう配慮が必要であると警鐘を鳴らしている。 |
| Author | 小泉, 昌紀 池田, 亮介 加藤, 拓巳 |
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| Subtitle | 日本の上場企業の正規従業員を対象とした調査に基づく実証 |
| Title | 消費者向け広告が従業員の転職意向に与える影響 |
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