The perspective of Malaysian Manufacturing Organizations on Strategy, HR Outsourcing and HR Costs

The paper discusses the relationship between different types of human resource management (HRM) strategy and the human resource outsourcing, and impact on the size of human resource (HR) department. Three HRM strategies are considered: Facilitation, accumulation and utilization. The data for the study were obtained from survey responses from 232 organizations, of which 113 were engaged in HR outsourcing. The findings suggest that organizations tend to rely on outsourcing of HR functions when they espouse facilitation and utilization HRM strategy. Concurrently, by relying on HR outsourcing, the organizations manage to experience a reduction in the size of HR department. The results show that it is important for the organizations to better understand the implications of an increased reliance on outsourcing within HR. This allows them to focus on how HR functions are delivered within organizations with the interaction of HRM strategy and the size of HR department will tend to be smaller resulting from outsourcing activities.outsourcing, strategy, HRM.

Investigating The Relationship Between Corporate Citizenship Culture And Organisational Performance In The Malaysian Context

Contemporary organisations are required to be responsible to their shareholders, customers, employees, communities and ecology in all aspects of their operations in order to gain a competitive advantage. An organisation's obligations toward society, known as corporate citizenship, are economic, legal, ethical, and discretionary. Corporate citizenship reflects one view of social responsibility that relates to the social responsibilities of organisations toward their stakeholders. Thus, this study examines the relationship between corporate citizenship culture and organisational performance. Overall, 261 respondents from a total population of 1379 were used in analysing the data. The units of analysis of this study are publicly listed companies in Malaysia. The findings suggest that all elements of corporate citizenship culture are significantly related to organisational performance, especially ethical citizenship. The results support theoretical predictions and reveal interesting findings that can help organisations to better understand how their performance affects society's perceptions of them and help change organisational behaviour to meet public expectations

Brand Equity, Customer Satisfaction & Loyalty: Malaysian Banking Sector

Services cannot be seen, felt, tasted or touched in the same manner in which goods can be sensed. Therefore, the key to success in services marketing is to ‘tangibilizing the intangible’ by using an extrinsic cue like a brand. Moreover, brands that are high in brand equity are organization powerful assets. They can lead to customer satisfaction and customer loyalty. This study is to explore customer perceptions on brand equity dimensions among consumers of bank services in Malaysia. The results show brand meaning is an important factor to create brand equity that will lead to customer satisfaction and loyalty

Hotel Choice of Muslim Consumers: Assessing the Unobserved Heterogeneity Among Gender

This paper aims to offer gendered insights on Malaysian Muslim tourist views of hotel choices. This study was designed to look at possible gender disparities in the perceived relevance of hotel attributes in developing emotional bonds with the hotel, that was enhanced by the brand credibility. The signaling theory were utilised to evaluate the relationships among the constructs. To validate the research model and hypotheses, the study used a partial least squares structural equation modelling (PLS-SEM) technique, and 474 Malaysian tourists were recruited to test the assumptions. The empirical results reveal that gender does not moderates the relationship between hotel attributes, brand credibility and brand attachment. Therefore, indicating that there were no differences observed between female and male Muslim tourists in their decision-making style. However, both male and female exhibited disparities in terms of strength on each construct. The findings of this study further provide a valuable implications and reference in terms of theoretical and practical perspective in the tourism destinations context, especially in Malaysia

Branding the Capital City through Multi-Perspective Approach: The Case of ‘Enjoy Jakarta’ Campaign

Place branding has become a powerful tool for promoting cities and regions. Unfortunately, many urban managers have been preoccupied with creating slogans and logos in implementing place branding. This has eventually limited the contribution of place branding towards tourism development, for which most place branding is targeted. This study aims to determine the factors that influence the successfulness of city branding programs in promoting tourism. This study applies qualitative methods by employing a series of in-depth interviews with relevant stakeholders comprising the government, private sector, destination management staff, tourism associations, academics, and the public. Using Enjoy Jakarta's branding campaign, this study found seven contributing factors that may impact the implementation of the campaign. Leadership, stakeholder collaboration, public management and departmental coordination are classified as tourism governance. On the other hand, attraction, accessibility and promotion are classified as tourism components. The study found that the governance factor is the most influential in the success of city branding programs. Tourism governance determines how tourism components may be implemented to achieve the goal of city branding

ASSESSING THE MEDIATION ROLE OF BRAND ATTACHMENT: AN EMPIRICAL STUDY AMONG TOURISTS IN MALAYSIA

Abstract. The purpose of this article is to explore the relationship of hotel attributes on consumers' satisfaction and revisit intention through mediation of brand attachment. The stimulus-organism-response (SOR) theory is utilized in the study to examine the relationships between the constructs. To validate the research model and hypotheses, the study used a partial least squares structural equation modelling (PLS-SEM) approach. The empirical evidence was collected from 474 Malaysian tourist. The results showed that brand attachment mediates the relationship between hotel attributes and satisfaction as well as revisit intention. In addition, the indirect effect of hotel attributes on revisit intention through brand attachment and satisfaction sequentially are also supported. This paper attempt to offers new insights into how brand attachment influences the relationship between hotel attributes and satisfaction as well as revisit intention. This study determined that hotels should consider the importance of brand such as brand attachment in developing sustainable marketing tactics. These findings might support practitioners and decision makers to focus on brand related functions that could be utilized to achieve competitive advantage. Keywords: Hotel attributes, brand attachment, satisfaction, revisit intention, branding, Malaysi

Branding the Capital City through Multi-Perspective Approach: The Case of ‘Enjoy Jakarta’ Campaign

Place branding has become a powerful tool for promoting cities and regions. Unfortunately, many urban managers have been preoccupied with creating slogans and logos in implementing place branding. This has eventually limited the contribution of place branding towards tourism development, for which most place branding is targeted. This study aims to determine the factors that influence the successfulness of city branding programs in promoting tourism. This study applies qualitative methods by employing a series of in-depth interviews with relevant stakeholders comprising the government, private sector, destination management staff, tourism associations, academics, and the public. Using Enjoy Jakarta's branding campaign, this study found seven contributing factors that may impact the implementation of the campaign. Leadership, stakeholder collaboration, public management and departmental coordination are classified as tourism governance. On the other hand, attraction, accessibility and promotion are classified as tourism components. The study found that the governance factor is the most influential in the success of city branding programs. Tourism governance determines how tourism components may be implemented to achieve the goal of city branding

City branding in Indonesia: the urgency of public communication, involvement, and inter-sectoral collaboration

Contemporary cities are facing various challenges, both internally and externally. Indonesian cities are not exempted from this phenomenon. In light of this, city branding has become a widespread practice undertaken by most city managers to attract visitors, tourists, and investors. This study is trying to capture the city branding implementation in Indonesia and suggests several improvement strategies in tourism development. This study is using content analysis to explore existing literature on city branding implementation in several cities in Indonesia over the last ten years. A summary of more than thirty studies is provided along with the content analysis. The finding of these studies gives a significant contribution to the field of city branding that focuses on practical operational in social and governance dimensions in the local context. It shows that the limitation of understanding on city branding concept from the local authorities in many cities has resulted in less efficient and effective branding. City branding in most cities in Indonesia was trapped merely in making slogan and logos with less consideration in public aspirations and local identities. In addition, the common problem of lack of intersectoral coordination has resulted in a situation where branding has been undertaken solely by the tourist management sectors without proper support from other sectors. This study emphasizes the urgency of public involvement and inter-sectoral collaboration in ensuring city branding successfulness

HUMAN RESOURCE OUTSOURCING:LESSON FROM MULTINATIONAL ENTERPRISES

Tulisan ini memeriksa konsekuensi organisasi internasional dalam praktik bagian outsource sumber daya manusia (SDM) dalam organisasi manufaktur. Asumsi awal yaitu bahwa SDM outsource dianggap sebagai praktik inovatif and bahwa perusahaan multinasional akan mempekerjakan praktik ini lebih banyak daripada perusahaan lokal. Sebagai contoh, 113 organisasi mempekerjakan SDM oursource dan 71 di antaranya adalah perusahaan multinasional. Jumlah tersebut mengungkapkan bahwa SDM outsource diantara perusahaan multinasional menunjukan jumlah lebih besar daripada perusahaan lokal. Perbedaan signifikan ditemukan dalam perpanjangan gaji outsource, benefit, training, dan rekrutmen antara perusahaan multinasional dan lokal