Generating Employee Satisfaction and Psychological well being among teachers in Indian Higher Education Institutions via Task Support and Brand Reputation

Abstract

Purpose –The intent of this study is to identify the impact of employer task support and brand reputation on the satisfaction level of employee in Indian Higher Education. This study further reveals the moderating effect of psychological contract on the established relationship.

Methodology Adopted –
Partial Least Square Structural Equation Modelling was used to evaluate the strength of relationship between employer task support and Employee satisfaction; brand reputation (perceived by employee and their relative, friends and society) and Employee satisfaction. Key dimensions of task support, brand reputation and psychological contract are identified through literature review. The research was a cross-sectional study in higher education where 554 teaching staff (faculty) was taken as respondents from different private colleges/institutes and universities across India.

Findings –
There is a significant impact of employer task support and brand reputation (perceived by individual and other) on employee satisfaction, and in this study researcher also proved the significant moderating effect of psychological contract (relational and communal) between the relationship of task support and employee satisfaction. However, how others perceive the reputation of an institution doesn’t have significant impact on the relationship so formed. There was no significant direct relationship of relational psychological contract with employee satisfaction and communal psychological contract with employee satisfaction. However indirect relationship between them holds true.

Research limitations/implications –
The findings are extended to understand the impact of employer task support and brand reputation in building the employee satisfaction level by observing the moderating effect of psychological contract in Indian Higher education system. Future research can be look up to education at primary and senior secondary level in India, and researcher can also try to study the moderating effect of materialism in the established relationship of employer task support and employee satisfaction.

Practical implications –
This study suggested that how relational and communal psychological contract can moderate the relationship between task support and employee satisfaction; brand reputation and employee satisfaction. So that the right course of strategies can be formulated to enhance the amicable relations between faculty and management.

Originality/value –
This paper adds to the theory and research in employee satisfaction and helps u to understand the significance of psychological contract as a moderating variable between the relationship of exogenous and endogenous variable.