Abstract:

When the service sector is examined, it is seen that the effect of the employee serving it on the quality perception of the customers, their satisfaction with the service and the formation of their thoughts about the institution is quite high. Therefore, in this sector, where employee behavior is very effective, it has become very important to attract qualified personnel to the organization and to ensure that they identify with the organization. In order to provide these organizational behaviors for organizations, the concept that many businesses focus on today is corporate reputation. Purpose: The aim of this research is to investigate the effect of corporate reputation perceptions of employees in the food and beverage industry on organizational attractiveness and organizational identification. Method: The universe of the research consists of 361,941 people working in the food and beverage sector in Istanbul. The sample consists of 812 people selected by the convenience sampling method, and the data were collected by questionnaire application. Explanatory Factor Analysis (EFA) was performed with the data obtained in the research, and the factors were determined, then Confirmatory Factor Analysis (CFA) was performed, and the goodness of fit gave positive results. Structural Equation Model (SEM) was estimated to determine the relationships and correlation analysis was performed to measure the sub-dimension relationships. Findings: According to the Structural Equality Model (SEM) estimation model, corporate reputation, together with all its sub-dimensions, affects organizational attractiveness and organizational identification positively and significantly. The overall dimension of corporate reputation; it affects the general dimension of organizational attractiveness by 62.4% and the general dimension of organizational identification by 52.8%, positively (increasingly). No other study has been found in the literature examining the relationships between the sub-dimensions of corporate reputation used in this study and organizational attractiveness. Thus, it is evaluated that the findings on the relationship between corporate reputation and organizational attractiveness obtained in the study contribute to the literature by providing more detailed empirical evidence on the relationship between corporate reputation and organizational attractiveness. Originality: It is expected that this study will contribute to the literature since there are not many studies in the literature in which the three variables examined in the study are used together.

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