M.Comm. / This short dissertation is concerned with the impact that advertising can have on employee attitudes in an organisation in the services industry. The specific organisation is the Vehicle and Asset Finance Division of Nedbank, which is one of the four largest banks in South Africa. In a review of related literature it is highlighted that advertising can lead to cognitive, affective and behavioural responses in an audience. In turn, behaviour, beliefs and affect can impact, or be impacted by, a person’s attitude. Employees in a service organisation are an important part of service delivery; therefore anything that can impact employee attitudes is of interest to the organisation. A study was conducted in the form of a census of all 717 employees in the division of the bank, using a paper questionnaire as a data collection instrument. A response rate of 49% was achieved, and data collected from respondents was analysed in terms of various theoretical factors and statistically derived factors. A number of secondary research objectives were also considered. Findings of this research indicate that employees of the division do notice the organisation’s advertising and their attitudes and resultant behaviour are affected by it in a number of ways. Some of these include a heightened sense of pride and security about the organisation, as well as increased employee commitment to provide improved customer service. It was also established that there are significant differences in the way that employees with different lengths of service, and employees in different job functions, are impacted by the organisation’s advertising. This study was restricted to a single division of a single bank in South Africa so the results cannot be generalised for other divisions of the bank, other banks, other industries or other countries. This provides an opportunity for future research.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uj/uj:6963 |
| Date | 09 November 2010 |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Thesis |
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