Abstract:
The present study aims to investigate the role of employees brand love and affective commitment in the relationships between organizational trust, positive word-of-mouth and job turnover intention in Isfahan University of Medical Sciences. The method of this research was applied in terms of purpose and descriptive-correlation in terms of the nature and method of data collection. The statistical population of this research includes all staff members of Isfahan University of Medical Sciences (329 people), which was determined using Cochran's formula, and the sample size was 177 people, and the non-probability sampling method was available. The tool of data collection in this research was a questionnaire that included the questionnaires of employees brand love and positive word-of-mouth Carroll & Ahuvia (2006); job turnover intention questionnaire Rosin & Korabik (1991); the organizational trust questionnaire Kanawattanachai & Yoo (2002); and affective commitment questionnaire Allen & Meyer (1990) were used. The validity of the measurement tool was confirmed using the opinions of experts in this field and divergent and convergent validity, and Cronbach's alpha coefficient and composite reliability were used to determine the reliability of the measurement tool. The analysis method used in this research is the structural equation modeling technique. The research findings showed that organizational trust has a significant effect on employees brand love and affective commitment; Also, employees brand love has a significant effect on affective commitment, positive word-of-mouth, and job turnover intention; Also, affective commitment has a significant effect on job turnover intention; Also, employees brand love and affective commitment play a consecutive mediating role in the relationship between organizational trust and job turnover intention; Also, employees brand love and affective commitment play a sequential mediating role in the relationships between organizational trust and positive word-of-mouth.
Machine summary:
The data collection tool in this research was a questionnaire, utilizing the employee brand love and positive word-of-mouth questionnaire by Carroll and Ahevia (2006); the turnover intention questionnaire by Rosin and Korabiik (1991); the organizational trust questionnaire by Kanawatanaichi and Yu (2002); and the affective commitment questionnaire by Allen and Meyer (1990).
Therefore, the objective of the present research is to investigate the role of employees' brand love and affective commitment in the relationships between organizational trust, positive word-of-mouth, and turnover intention of employees at Isfahan University of Medical Sciences.
The data collection tools in this research were standard questionnaires, and the questionnaires of employees' brand love and positive word-of-mouth (Carroll and Ahuvia1, 2006); intention to quit job 3 (Rosin and Korabik2, 1991); organizational trust (Kanawattanachai and Yoo, 2002); and affective commitment (Allen and Meyer, 1990) were used, the content validity of which was reviewed and confirmed by professors and management experts; also, to investigate the validity of the measurement model, indicators such as 1.
5- Discussion and Conclusion The present study was conducted with the aim of investigating the role of employee brand love and affective commitment in the relationships between organizational trust, positive word-of-mouth, and intention to quit job in Isfahan University of Medical Sciences.
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