CORPORATE IMAGE: AN INTEGRAL PART OF A BUSINESS PROCESS

Developing a Model Corporate Image is a challenging task to every organization and so goes with the integration of corporate values that will manifest through employee engagement and organizational support incorporate all these as whole. The model will serves as a guide program in other amusement parks for branding purposes. Integrating company’s corporate values, organization would be able to direct response on the different processes and procedures of Amusement Parks vis-à-vis its vision and mission. Corporate Values Integrated to Organizational Support, Psychological Contract and Employee Engagement Practices: Basis for the Development of Corporate Image Program will facilitate the intention of this study into developing Corporate Image Program (Model). Corporate Values are the operating principles or philosophies that guide both the internal and external conduct of the organization in achieving its objectives.

In order to validate the variables of the study, a pre-test was conducted from respondents of the three of the most known amusement parks --- Zoobic Zafari, Star City, and Splash Island – a 100% of the research methodology generated an analysis of the relationship of the variables in pursuant to the conceptualization of the development of Corporate Image Program.

From the concepts and theories presented in the Theoretical framework, an IPO was yielded from which guided the research paradigm indicates the determining factors in the formulation of a Corporate Image Program under inputs which shows that Corporate Values integration that manifest on how Organization provide support to its people in which we could predict that psychological contract is unconsciously working in the system of a person. How deep is the psychological contract is embedded is dependent on how significant is the Organizational Support is consistently felt by its people. Assessment and evaluation of the precedent activity is following through with it and drawing Feedback from its people to consciously fabricate a management process for an efficient Corporate Image Program. The output of this process is a strong psychological contract either unfavourable (withdrawal attitude from the organization system) or favourable (employee engagement) as result of a strong identity that is manifested by employee with how they go about with their responsibility in the workplace.

In general sense based on the overall result from this study, there are no significance in the perception of respondents when grouped according to position and length of service with regards to the extent of effectiveness, importance of corporate values and its integration of the corporate values to the organizational support and employee engagement provided by the organization. Furthermore, based on the results the most suggested action given by the respondents are: (1) Support programs and policies that care for workers’ needs; (2) Give employees the authority to improve operations, reduce cost and assist customers; and (3) Communicates values and ask feedback from employees.