Research On Employee Loyalty Evaluation Based On Mental Accounting Theory

Employee loyalty is the cornerstone of business survival, is a symbol of enterprise's core competitiveness, the loyalty of employees as a measure of corporate human resource management an important indicator of good or bad, is related to the enterprises in the fierce competition in the importance of sustainable development can problem. In today's rapidly changing market, knowledge economy, with the rapid development of network economy, how to scientifically evaluate and improve the loyalty of employees of each organization has become the face of human resource management is an important issue.This paper analyzes the domestic and foreign scholars on the staff loyalty research, based on the Behavioral Sciences, University of Chicago professor, psychologist Richard Thaler's mental accounts introducing the concept of employee loyalty to study, try to establish based on psychological theory of employee loyalty account evaluation model, in order to enrich the evaluation of employee loyalty and enrich mental accounting theory in human resource management application.Firstly, according to Maslow's hierarchy of needs and goals-typical theory, trial account to the psychological economic accounts into sub-accounts and security sub-account physical, emotional account will be divided into social sub-accounts, self-respect sub-accounts to achieve sub-accounts. From a psychological accounts, psychological contract and the relationship between employee loyalty, analyzes the mental accounting of employee loyalty and the establishment of the mechanism of psychological accounts of the role model of employee loyalty. To further verify the psychological account of the role of employee loyalty model, we conduct a psychological account of the experimental staff loyalty research, through both experimental design and statistical analysis of experimental results, comparative analysis, two conclusions:one in accordance with the moving target of the hierarchical structure established by the various mental accounts staff loyalty of different weights; Second, in different contexts, with a psychological account of the employee loyalty of different weights, as this study provides empirical support.Secondly, according to mental accounting, the role of employee loyalty mechanism, this paper analyzes the psychological account factors of each sub-account, the account was designed based on employee loyalty psychological evaluation index system, including the physiological sub-accounts, security sub-accounts, social sub-accounts, sub accounts and self respect for sub-account level indicators and twenty five specific secondary indicators. Through the use of AHP and fuzzy comprehensive evaluation method established evaluation model of employee loyalty. In order to verify its application, we selected a family enterprise in Shanxi case study, by questionnaire survey of the business to assess employee loyalty, from the evaluation index weights can be main conclusions:first, the right emotional account importance is far greater than the weight of the economic accounts; Second, emotional accounts, self-fulfillment account the maximum weight, which effectively authorized the leadership, work support, advancement and training system the weight of these indicators is relatively large. This can be seen focus for employees, for employee loyalty management company to provide information and guidance.Finally, from a psychological and emotional account of the economic accounts exist in the revenue accounts, expenditure and storage of the three dimensions of psychological account management staff proposed measures and recommendations, such as increasing the psychological account of the revenues, reduce spending and attention to psychological accounts of psychological storage account through account management to psychology to enhance the ultimate goal of employee loyalty.