Pengaruh reputasi dan identifikasi organisasi terhadap intensi Word-of-Mouth pada organisasi sektor publik

Shiddiq Sugiono; Maria Puspitasari

doi:10.24198/jmk.v6i1.28398

Pengaruh reputasi dan identifikasi organisasi terhadap intensi Word-of-Mouth pada organisasi sektor publik

Shiddiq Sugiono, Maria Puspitasari

Abstract

Reputasi organisasi merupakan daya tarik yang dihasilkan dari pengomunikasian identitas organisasi kepada stakeholder. Daya tarik tersebut mampu mendorong seseorang untuk merekomendasikan produk atau layanan organisasi ataupun membangun ikatan dengan organsiasi. Pengujian dampak reputasi organsiasi tersebut akan duji dalam konteks organisasi sektor publik yang bersaing dengan sektor swasta. Permasalahan yang diangkat adalah kondisi organisasi sektor publik yang dihadapkan dengan masalah stereotip buruk yang mengurangi daya tarik organisasi tersebut. Tujuan dari penelitian ini adalah untuk menguji hubungan antara reputasi organsiasi dengan intensi WOM dengan identifikasi organisasi sebagai variabel mediator. Penelitian ini menggunakan paradigma positivistik dengan pendekatan kuantitatif. Sampel diperoleh melalui teknik sensus terhadap pegawai dan pelanggan Technology Business Incubation Center (TBIC) Puspiptek. Metode yang digunakan untuk menganalisis data adalah PLS-SEM dengan total sampel yang akan diuji sebanyak 86 responden. Hasil penelitian menyebutkan bahwa identifikasi organisasi memberikan efek mediasi parsial terhadap pengaruh antara reputasi organisasi dengan intensi WOM. Hal tersebut menunjukan bahwa dorongan seseorang untuk melakukan WOM tidak hanya didasari oleh reputasi organisasi yang positif namun ada kontribusi dari ikatan antara dirinya dengan dirinya. Adapun penelitian ini memberikan implikasi bahwa organisasi sektor publik harus mampu menunjukan identitasnya kepada stakeholder sehingga timbul rasa keterikatan di antaranya.

Keywords

Manajemen reputasi organisasi; komunikasi korporat; keunggulan kompetitif; perilaku mendukung; teori identitas sosial

Full Text:

PDF

References

Abdellatif, M., Auf, A., Bt, S., Salleh, M., & Yusoff, R. Z. (2016). The relationship between word of mouth and consumer buying behavior mediating by religious orientation in Riyadh Saudi Arabia. International Review of Management and Marketing, 6(4), 1034–1038.

Admin. (2012). Total population sampling | lærd dissertation. Retrieved October 29, 2019, from http://dissertation.laerd.com/total-population-sampling.php#what

Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing. Journal of Applied Psychology, 90(3), 574–585. https://doi.org/10.1037/0021-9010.90.3.574

Argenti, P. A. (2009). Corporate communication (Fifth Edit). New York: McGraw-Hill.

Ashforth, B. E., Harrison, S. H., & Corley, K. G. (2008). Identification in organizations: An examination of four fundamental questions. Journal of Management, 34(3), 325–374. https://doi.org/10.1177/0149206308316059

Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20–39. https://doi.org/10.5465/amr.1989.4278999

Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76–88. https://doi.org/10.1509/jmkg.67.2.76.18609

Bhattacharyya, K. K. (2013). Science communication as a tool for development. 4(2), 1–10. International conference on reaching the unreached through education. http://dx.doi.org/10.1729/Journal.22565

Brashear-Alejandro, T., Kang, J., & Groza, M. D. (2016). Leveraging loyalty programs to build customer-company identification. Journal of Business Research, 69(3), 1190–1198. https://doi.org/10.1016/j.jbusres.2015.09.014

Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123–138. https://doi.org/10.1177/0092070304268417

Canel, M.-J., & Luomo-Aho, V. (2018). Public sector communication: closing gaps between citizens and public organizations. Medford: John Wiley & Sons, Inc.

Cavazotte, F. de S. C. N., Araujo, F. F. de, & Abreu, A. L. de. (2017). Organizational identification among Brazilian public employees: a study of the cultural sector. Review of Business Management, 19(64), 289–306. https://doi.org/10.7819/rbgn.v19i64.3366

Cornelissen, J. (2004). Corporate communications. California: SAGE Publications Inc.

eMarketer. (2011). Product recommendations remain low on social networks: old-fashioned conversation still fosters the most word-of-mouth. Retrieved February 19, 2020, from http://www.emarketer. ag455ktt1hg55pvx2oaem%29%29/Articles/Print.aspx?R=1008303

Esenyel, V., & Emeagwali, O. L. (2019). The relationship between perceived corporate reputation and employee’s positive word of mouth behavior: The mediation effect of trust to managers. Management Science Letters, 9(5), 673–686. https://doi.org/10.5267/j.msl.2019.2.004

Ferguson, R. J., Paulin, M., & Leiriao, E. (2007). Loyalty and positive word-of-mouth: Patients and hospital personnel as advocates of a customer-centric health care organization. Health Marketing Quarterly, 23(3), 59–77. https://doi.org/10.1080/07359680802086174

Fombrun, C. J., & van Riel, C. B. M. (2003). Fame & fortune: How successful companies build winning reputations. Upper Saddle River, NJ: Prentice Hall.

Fominykh, E. K. (2015). Personal identity in adulthood. Mediterranean Journal of Social Sciences, 6(3), 483–490. https://doi.org/10.5901/mjss.2015.v6n3s1p483

Gray, E. R., & Balmer, J. M. T. (1998). Managing Corporate Image and Corporate Reputation. Long Range Planning, 31(5), 695–702. https://doi.org/10.1016/S0024-6301(98)00074-0

Gunter, B. (2002). The quantitative research process. In Handbook of Media & Communication Research (pp. 209–234).

Hair, J. F. J., Black, W. C., Barry, J. B., & Anderson, R. E. (2014). Multivariate Data Analysis (Seventh Ed). https://doi.org/10.1111/j.1467-9574.1962.tb01184.x

Hair, J. F., M.Hult, G. T., M.Ringle, C., & Sarstedt, M. (2010). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Second Edition (Second Edi). California: SAGE Publications Inc.

Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 17(4), 454. https://doi.org/10.1086/208570

Hong, S. Y., & Yang, S. U. (2009). Effects of reputation, relational satisfaction, and customer-company identification on positive word-of-mouth intentions. Journal of Public Relations Research, 21(4), 381–403. https://doi.org/10.1080/10627260902966433

Indigo. (2020). Startup Incubator & Accelerator Indonesia | indigo.id. Retrieved June 19, 2020, from http://indigo.id/

Ingrams, A. (2018). Organizational Citizenship Behavior in the Public and Private Sectors: A Multilevel Test of Public Service Motivation and Traditional Antecedents. Review of Public Personnel Administration. https://doi.org/10.1177/0734371X18800372

Karolidis, D. (2016). Organizational Citizenship Behavior In The Greek Public Sector. University of Macedonia.

Khan, M. A., Raheel, M., Chughtai, M. S., Raza, S., & Rizwan, M. (2014). Attitude of people towards retention and switching: A study based on Nestle brand in Pakistan. Journal of Public Administration and Governance, 4(2), 146. https://doi.org/10.5296/jpag.v4i2.5842

Kim, J. R., & Cha, H. (2013). The effect of public relations and corporate reputation on return on investment. Asia Pacific Public Relations Journal, 14(1/2), 108–130.

Kpakol, A. G., Obiora, N. J., & Jaja, S. A. (2016). Employee Participation and Organizational Identification: Implications of the Mediating Effect of Organizational Culture. European Journal of Business and Management, 8(11), 32–44.

Lang, B., & Lawson, R. (2013). Dissecting Word-of-Mouth’s Effectiveness and How to Use It as a Proconsumer Tool. Journal of Nonprofit and Public Sector Marketing, 25(4), 374–399. https://doi.org/10.1080/10495142.2013.845419

Löhndorf, B., & Diamantopoulos, A. (2014). Internal branding: social identity and social exchange perspectives on turning employees into brand champions. Journal of Service Research, 17(3), 310–325. https://doi.org/10.1177/1094670514522098

Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103–123. https://doi.org/10.1002/job.4030130202

Mandiri Digital Incubator. (2020). Incubator – Mandiri Capital Indonesia. Retrieved June 19, 2020, from https://mandiri-capital.co.id/en/mandiri-digital-incubator/

Mehić, E., Babić-Hodović, V., & Arslanagić, M. (2013). Customer perceived value as a mediator between corporate reputation and word of mouth in business markets. International Journal of Multidisciplinarity in Business and Scienc, 1(1), 6–11.

Mukherjee, A., & He, H. (2008). Company identity and marketing: An integrative framework. Journal of Marketing Theory and Practice, 16(2), 111–125. https://doi.org/10.2753/MTP1069-6679160202

Murray, K. B. (1991). A test of services marketing theory: consumer information activities. Journal of Marketing, 55(1), 10–25.

Neuman, W. L. (2013). Social Research Methods: Qualitative and Quantitative Approaches (Seventh Ed). Harlow: Pearson Education Limited.

Nur, A., Basri, H., Ahmad, R., Anuar, F. I., & Ismail, K. A. (2016). Effect of Word of Mouth Communication on Consumer Purchase Decision : Malay upscale restaurant. AMER International Conference on Quality of Life, 222, 324–331. https://doi.org/10.1016/j.sbspro.2016.05.175

Pang, A., Shin, W., Lew, Z., & Walther, J. B. (2018). Building relationships through dialogic communication: Organizations, stakeholders, and computer-mediated communication. Journal of Marketing Communications, 24(1), 68–82. https://doi.org/10.1080/13527266.2016.1269019

Parker, R., & Haridakis, P. (2008). Development of an organizational identification scale: Integrating cognitive and communicative conceptualizations. Journal of Communication Studies, 1((3/4)), 105–126.

Rashid, A. A., Rahmati, M. H., & Jandaghi, G. (2016). The mediating role of customer satisfaction and Customer-Company identification in the relationship between corporate social responsibility and customer loyalty (Case study: customer’s pasargad Bank). WSN World Scientific News, 50(50), 117–130. Retrieved from www.worldscientificnews.com

Ravasi, D., & van Rekom, J. (2003). Key Issues in Organizational Identity and Identification Theory. Corporate Reputation Review, 6(2), 118–132. https://doi.org/10.1057/palgrave.crr.1540194

Rivero, O., & Theodore, J. (2014). The Importance of Public Relations in Corporate Sustainability. Global Journal of Management and Business Research, 14(4), 1–5.

Rogelberg, S. G. (2017). The SAGE Encyclopedia of Industrial and Organizational Psychology, 2nd edition. The SAGE Encyclopedia of Industrial and Organizational Psychology, 2nd Edition, (January 2006). https://doi.org/10.4135/9781483386874

Ryan, B. (2007). How can the corporate sector concepts of “reputation” and “trust” be used by local government?: A study to establish a model of reputation management for local government. Asia Pacific Public Relations Journal, 8(2007), 37–75.

Sauser, W. I., & Sims, R. R. (2012). Managing Human Resources for the Millennial Generation. Charlotte, North Carolina: Information Age Publishing, Inc.

Shahsavari, A., & Faryabi, M. (2013). The Effect Of Customer-Based Corporate Reputation On Customers’ Citizenship Behaviors In Banking Industry. Research Journal of Applied Sciences, Engineering and Technology, 6(20), 3746–3755. https://doi.org/10.19026/rjaset.6.3586

Shim, D. C., & Faerman, S. (2017). Government Employees’ Organizational Citizenship Behavior: The Impacts of Public Service Motivation, Organizational Identification, and Subjective OCB Norms. International Public Management Journal, 20(4), 531–559. https://doi.org/10.1080/10967494.2015.1037943

Smidts, A., Pruyn, A. T. H., & Van Riel, C. B. M. (2001). The Impact Of Employee Communication And The Impact Of Perceived External Prestige And Communication Climate. Journal of Organizational Behavior, 28, 173–190. https://doi.org/10.2307/3069448

Smith, T. J., & Nichols, T. (2015). Understanding the millennial generation. Journal of Financial Service Professionals, 69(6), 11–14. https://doi.org/10.1109/EMR. 2011.5876176.

Teague, L. (2018). Study finds 77% of millennials have recommended a product or service in the past month. Retrieved February 19, 2020, from https://www.convinceandconvert.com/word-of-mouth/millennials-recommend-product-service-statistic/

Van, N. T., Chi, T. T. H., Chi, V. T. M., & Quang, N. Van. (2016). The Relationship between Customer-Based Corporate Reputation and Customer Citizenship Behavior: The Case in Vietnam. International Journal of Business and Management, 11(9), 298. https://doi.org/10.5539/ijbm.v11n9p298

Van Riel, C. B. M., & Fombrun, C. J. (2007). Essentials of Corporate Communication. Implementing practices for effective reputationmanagement. New York: Routledge.

Van Tonder, E., Petzer, D. J., Van Vuuren, N., & De Beer, L. T. (2018). Perceived value, relationship quality and positive WOM intention in banking. International Journal of Bank Marketing, 36(7), 1347–1366. https://doi.org/10.1108/IJBM-08-2017-0171

Wæraas, A., & Byrkjeflot, H. (2012). Public sector organizations and reputation management: five problems. International Public Management Journal, 15(2), 186–206. https://doi.org/10.1080/10967494.2012.702590

Walsh, G., Mitchell, V. W., Jackson, P. R., & Beatty, S. E. (2009). Examining The Antecedents And Consequences Of Corporate Reputation: A Customer Perspective. British Journal of Management, 20(2), 187–203. https://doi.org/10.1111/j.1467-8551.2007.00557.x

Wentzel, D., Tomczak, T., & Henkel, S. (2014). Can Friends Also Become Customers? The Impact of Employee Referral Programs on Referral Likelihood. Journal of Service Research, 17(2), 119–133. https://doi.org/10.1177/1094670513518271

Wiesenfeld, B. M., Raghuram, S., & Garud, R. (1999). Communication Patterns as Determinants of Organizational Identification in a Virtual Organization. Organization Science, 10(6), 777–790. https://doi.org/10.1287/orsc.10.6.777

Williams, M., & Buttle, F. (2013). Managing Word-of-Mouth: A Nonprofit Case Study. Journal of Nonprofit and Public Sector Marketing, 25(3), 284–308. https://doi.org/10.1080/10495142.2013.816191

Zaraket, S., & Vanheems, R. (2017). Understanding Negative EWoM Generated By Millenials On SNS : An Imperative For Retailers And E-Retailers. Retrieved from https://www.association-etienne-thil.com/wp-content/uploads/2018/01/26-Zaraket_Vanheems_Thil2017_.pdf

DOI: https://doi.org/10.24198/jmk.v6i1.28398