Comparing the effects of brand equity, job security and salary and wages on the efficiency of human resources from the perspective of the staff

Abstract

The purpose of this study is to compare the effects of brand equity, job security and salary and wages on the efficiency of human resources from the perspective of the staff in the hotel industry. For this purpose, a sample of 520 managers and supervisors who are working in the hotel were selected by stratified probability sampling method. The information has been collected by researcher-made questionnaires and the data has been analysed by LISREL 8.8 and SPSS 21. The reliability of the questionnaire which determined through the Cronbach's alpha coefficient was 0.933. The results of the hypotheses test showed that brand equity and job security from the perspective of employees have a positive effect on employees' efficiency; the way and amount of salary payments have a significant and positive effect on employees efficiency; and efficiency is influenced by brand equity and salary and wages respectively. © 2020 Inderscience Enterprises Ltd.