服务企业员工品牌内化对服务品牌忠诚的影响分析

发布时间：2018-09-08 12:08

【摘要】：传统上,营销和管理都注重外部顾客和外部市场,强调通过吸引和留住顾客来获取利润。服务领域的品牌研究大多也是外部导向的,强调服务品牌与顾客的关系。在原有的服务品牌忠诚研究中,大多数研究也是沿用传统的研究范式,目前大多集中于服务品牌忠诚的概念、维度,感知价值、服务质量、顾客满意、品牌形象等对服务品牌忠诚的影响等。然而,品牌建设不能仅着眼于企业外部,还需要企业内部全体员工的协调一致。只有少数学者提出,服务品牌建设需要重视企业内部,品牌建设需要通过内化来实现。而服务的差异性和竞争优势的来源是员工,作为企业的代表着,他们与顾客互动过程中表现出的态度和行为将会很显著地影响顾客满意以及是否保持忠诚或服务转换的决策。基于这种理论与现实背景,本文在品牌内化和品牌忠诚理论的框架下,探讨了“员工——品牌——顾客忠诚”的关系模型。本文是从员工品牌内化视角来研究服务品牌忠诚。本文通过质性研究,系统梳理了服务品牌、品牌内化和服务品牌忠诚的相关概念,比较了员工品牌内化与服务品牌内化的相关性和差异性、员工品牌内化与服务品牌忠诚的相关性,从理论上把员工品牌内化从其他概念的研究中独立出来；探索出员工品牌内化以结果状态的构成维度为品牌理解、情感承诺和参与行为。根据理论研究的结果,经过规范的量表开发程序,开发出服务企业员工品牌内化构成维度的测项。本文构建了“服务企业员工品牌内化——顾客满意——服务品牌忠诚”三者之间的结构模型,员工品牌内化对服务品牌忠诚的影响作用以餐饮业为例进行了实证研究。通过对消费者的广泛调研,收集到有效问卷318份,并对收集的数据进行描述性统计分析、测量模型检验以及研究假设的检验。研究结果表明,品牌理解、情感承诺和参与行为对顾客满意有正向影响作用；品牌理解、情感承诺和参与行为对服务品牌忠诚有正向影响作用；顾客满意对服务品牌忠诚有直接的正向影响作用。并进一步检验了顾客满意在员工品牌内化与服务品牌忠诚间的中介作用。本文的主要结论如下： (1)服务企业员工品牌内化在结果状态的维度包括品牌理解、情感承诺和参与行为三个维度； (2)本文分析了品牌理解、情感承诺和参与行为三个维度对服务品牌忠诚的影响路径,三者对服务品牌忠诚均有显著正向影响。； (3)顾客满意直接正向影响服务品牌忠诚,并在员工品牌内化与服务品牌忠诚之间的关系具有中介效应。
[Abstract]:Traditionally, marketing and management have focused on external customers and external markets, focusing on attracting and retaining customers for profit. Most of the brand research in service field is also externally oriented, emphasizing the relationship between service brand and customer. In the original research of service brand loyalty, most of the research also follow the traditional research paradigm, most of the current focus on the concept of service brand loyalty, dimensions, perceived value, service quality, customer satisfaction, The influence of brand image on service brand loyalty. However, brand building should not only focus on the outside of the enterprise, but also need the coordination of all the staff inside the enterprise. Only a few scholars put forward that the service brand construction needs to pay attention to the enterprise interior, and the brand construction needs to be realized through internalization. As the representative of enterprises, the attitude and behavior they show in the process of interaction with customers will significantly affect customer satisfaction and the decision whether to maintain loyalty or service conversion. Based on the theoretical and practical background, this paper discusses the relationship model of "employee-brand-customer loyalty" under the framework of brand internalization and brand loyalty theory. This paper studies service brand loyalty from the perspective of employee brand internalization. Through qualitative research, this paper systematically combs the related concepts of service brand, brand internalization and service brand loyalty, and compares the correlation and difference between employee brand internalization and service brand internalization. The correlation between employee brand internalization and service brand loyalty, theoretically independent of other concepts of employee brand internalization; explore the employee brand internalization with the result of the state of the composition of the dimensions for the brand understanding, Emotional commitment and engagement. According to the results of theoretical research, through the standard development program of the scale, we develop the internal dimension of service enterprise employee brand. In this paper, the structural model of "service enterprise employee brand internalization-customer satisfaction-service brand loyalty" is constructed. The effect of employee brand internalization on service brand loyalty is studied empirically in the catering industry as an example. 318 valid questionnaires were collected through extensive investigation of consumers, and the collected data were analyzed by descriptive statistics, tested by measurement models and tested by research hypotheses. The results show that brand understanding, emotional commitment and participation behavior have positive effects on customer satisfaction, brand understanding, emotional commitment and participation behavior have positive effects on service brand loyalty. Customer satisfaction has a direct positive effect on service brand loyalty. Furthermore, it examines the intermediary function of customer satisfaction between employee brand internalization and service brand loyalty. The main conclusions of this paper are as follows: (1) the dimensions of brand internalization in the result state of service enterprise employees include three dimensions: brand understanding, emotional commitment and participation behavior; (2) this paper analyzes brand understanding. The three dimensions of affective commitment and participation behavior have significant positive influence on service brand loyalty. (3) customer satisfaction directly positively affects service brand loyalty. And the relationship between employee brand internalization and service brand loyalty has intermediary effect.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F719;F224

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