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Wat zegt het interieur van een kantoorpand over een organisatie? Onderzoek naar de invloed van de visuele vertaling van de identiteit in het interieur van het kantoorpand op de beleving van de organisatie.

Sark, Marike van (2011) Wat zegt het interieur van een kantoorpand over een organisatie? Onderzoek naar de invloed van de visuele vertaling van de identiteit in het interieur van het kantoorpand op de beleving van de organisatie.

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Abstract:This research investigated the effects of visually translating the organization's identity in the interior of the office building. More and more organizations choose to reflect the character of the company in the interior of the office building. The purpose of this study was to find out which environmental cues organizations use as an expression of the corporate identity, which effects organizations experience and how people experience organizations. The research was conducted through interviews and an experiment. In study 1, eight organizations were visited for an interview and tour through the building. The organizations all had an office building that reflected the identity of the organization. During the interviews, respondents indicated what effects they experienced. In study 2, there were 201 respondents who took part in an experiment using an online questionnaire. In this study, respondents reported how they experienced fictitious organizations. There were different manipulations. The interior of the office building had elements of the corporate visual identity or didn’t have these elements. This study also examined the influence of congruence with the identity. Information texts about the identity of the organizations were conducted. The identity matched or didn’t match with the organization from the picture. The results showed that organizations themselves had the idea that employees showed more identification with the organization, were more involved, showed more fun and had more interaction. Externally, the organization is seen as credible and professional, as an organization with a vision. From study 2 it can’t be concluded that adding corporate visual identity elements to the interior of the office building as a visual expression of identity influenced the perception of the organization. It can be stated that if the office building and the identity match with each other, the organization will be perceived more positive. For organizations, it is recommended that the office interior reflects the corporate identity. The interior ambience should lead to the desired corporate image. Create a comfortable workplace for employees. Communicate what the organization stands for and how the interior contributes to this, so employees can identify with the organization and become better ambassadors of the organization.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/61284
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