作　　者： ;

机构地区： 中山大学

出　　处： 《旅游学刊》 2019年第2期94-105,共12页

摘　　要： 酒店服务员工作为服务品牌的一部分,他们的一言一行都会影响顾客对服务品牌的感知。因此,从酒店内部着手将品牌根植于企业和员工行为中,才能确保顾客体验与期望相一致,获得良好的品牌资产。但是,以往学者很少有从实证角度研究品牌内化对品牌资产的影响。该研究基于酒店服务人员和顾客的匹配数据,实证检验品牌内化对酒店企业服务品牌资产的影响。研究发现,品牌内化对酒店企业的品牌资产有直接的积极影响,而且还会通过服务体验和顾客满意间接影响酒店品牌资产。研究结论证实了酒店企业品牌内化的理论和实践价值,并为酒店企业及其他服务行业的品牌内化管理提出了管理建议。 Compared with product branding, service branding places great importance on overall customer experience, the role of frontline service employees in shaping customer experience, and consistency among many'touch points'. For these reasons, hotel companies should not only focus on brand building from a customer perspective, but also on branding inside the company, i.e., brand internalization, which can be defined as a key process to align the cognitive, affective, and conative responses of employees with the brand value. The importance of service branding is the value it provides customers;a brand separated from customers becomes meaningless. From this point of view,the ultimate goal of brand internalization should be contributing to customers’ positive psychological and behavioral responses to the service brand. Unfortunately, although many researchers recognize both the internal and external perspectives of service brand building, they focus merely on one perspective,thus separating the two. Therefore, research integrating these two perspectives is scant. For these reasons, this study integrates the internal and external perspective of service branding, and empirically investigates the effects of employees’ service brand internalization on a hotel’s service brand equity.Based on the matched data from employees and customers, structural equation modeling was utilized to test the hypotheses. The results show that employees’ service brand internalization not only directly influences a hotel’s service brand equity, but also has indirect influence via customer service experience and customer satisfaction, a relationship in which both brand experience and customer satisfaction play important roles. The effects of employee brand internalization on service brand equity are divided into direct and indirect effects. The results show that the total effect is 0.377;the direct effects are greater than indirect effects, which are 0.266 and 0.111, respectively. These results confirm that brand internalization and exter

关 键 词： 品牌内化 酒店品牌 品牌资产 服务人员

分 类 号： [F719.2;F273.2]

领　　域： []