服务品牌内化:概念及关键命题
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摘要
本研究在回顾服务品牌、内化及服务品牌内化理论来源的基础上,综合文献研究、案例资料及学者访谈,界定了服务品牌内化的概念,提出了七个关键命题。服务品牌内化的重要前提是服务企业已经建立服务品牌识别,它重点关注一线服务员工与服务品牌的关系,并且将员工视为一种操作性资源,强调员工的主动性。最后对根据概念性文章的评价标准对研究做了评价,并概括了研究不足及展望。
Based on literature review, case study and interview of academic experts, em-ployed a multi-disciplinary perspective of service management,marketing and sociology,this pa-per explores the definition of service brand internalization,and develops 7 fundamental proposi-tions. The internalization process begins before services brand identity was developed. The con-cept highlights the role of frontline service employees,and view them as an important operant re-source. According the guidelines for evaluating conceptual articles,this study was evaluated,andshortcomings and future direction were outlined.
Based on literature review, case study and interview of academic experts, em-ployed a multi-disciplinary perspective of service management,marketing and sociology,this pa-per explores the definition of service brand internalization,and develops 7 fundamental proposi-tions. The internalization process begins before services brand identity was developed. The con-cept highlights the role of frontline service employees,and view them as an important operant re-source. According the guidelines for evaluating conceptual articles,this study was evaluated,andshortcomings and future direction were outlined.
引文
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[2]Ahmed P K,Rafiq M.2003.Internal Marketing Issues and Challenges[J].European Journal of Marketing,37(9):1177-1186.
[3]Barney J.1991.Firm Resources and Sustained Competitive Advantage[J].Journal of Management,17(1):99-120.
[4]Bateson J.1985.Researching the service consumer.in Bloch T,Upah G,Zeithaml V.(Eds),Services Marketing in a Changing Environment,American Marketing Association,Chicago,IL,60-62.
[5]Belk R.1988.Possessions and the Extended Self[J].Journal of Consumer Research,15:139-168.
[6]Berry L L,Lampo S S.2004.Branding labor-intensive services[J].Business Strategy Review,15(1):18-25.
[7]Berry L L,Seltman K D.2007.Building a strong services brand:Lessons from Mayo Clinic[J].Business Horizons,50(3):199-209.
[8]Berry L L.2000.Cultivating Service Brand Equity[J].Journal of the Academy of Marketing Science,28(1):128-137.
[9]Bitner M J,Nyquist J,Booms B.1985.The critical incident as a technique for analyzing the service encounter,in Bloch,T.,Upah,G.and Zeithaml,V.(Eds),Services Marketing in a Changing Environment,American Marketing Association,Chicago,IL,pp.48-51.
[10]Boshoff C,Allen J.2000.The influence of selected antecedents on frontline staff's perception of service recovery performance[J].International journal of Service Industry Management,11(1):53-90.
[11]Bostrom G O,Isberg S.2009.Creating a Repositioned Corporate Brand at the Service Encounter-Brand Building in a Swedish Insurance Company.5th Thought Leaders International Conference on Brand Management Athens,Greece.
[12]Bowen D E,Schneider B.1985.Boundary-spanning-role employees and the service encounter:Some guidelines for future management and research.In Czepiel J,Solomon M R,Surprenant C F.(Eds.),The service encounter(pp.127-147).New York:Lexington Books.
[13]Camelis C.2008.Service Experience and Brand Image Construction:Focus on the First Experience.Paper presented at the 10th International Research Seminar in Service Management.La-Londe-Les-Maures,France.
[14]Carley K.1993.Coding choices for textual analysis:A comparison of content analysis and map analysis[J].Sociological Methodology,23:75-126.
[15]Chebat J C,Paul K.2000.The Impact of Empowerment on Customer Contact Employees'Roles in Service Organizations[J].Journal of Service Research,3(1):66-81.
[16]De Chernatony L,Cottam S.2006.Internal brand factors driving successful financial services brands[J].European Journal of Marketing,40(5/6):611-33.
[17]De Chernatony L,Segal-Horn D S.2003.Building a services brand:Stages,people,and orientations[J].Service Industries Journal,25(3):1-21.
[18]Edmondson A C,Mc Manus S E.2007.Methodological fit in management field research[J].Academy of Management Review,32(4):1155-1179.
[19]Feagin J R,Orum A M,Sjoberg G.1991.A Case for the Case Study[M].Chapel Hill:University of North Carolina Press.
[20]George W.1977.The Retailing of Service-A Challenging Future[J].Journal of Retailing,53(3):85-98.
[21]Gilmore A,David C.1996.Integrative qualitative methods in a services context[J].Marketing Intelligence and Planning,14(6):21-26.
[22]Greenberg J,Baron R A.1997.Behavior in Organizations,Prentice-Hall,Upper Saddle River,NJ.
[23]Gronroos C.1985.Internal marketing-theory and practice.In:Bloch T M,Upah G D,Zeithaml V A.editors.Services Marketing in a Changing Environment.Chicago:American Marketing Association,41-47.
[24]Gummesson E.1991.Marketing-orientation revisited:The Crucial Role of the Part-time Marketer[J].European Journal of Marketing,25(2):60-75.
[25]Harris F,De Chernatony L.2001.Corporate branding and corporate brand performance[J].European Journal of Marketing,35(3/4):441-456.
[26]Heskett J L,Jones T O,Loveman G W,et al.1994.Putting the service-profit chain to work[J].Harvard Business Review,164-172.
[27]Holsti O R.1969.Content analysis.In Gardner L,Aronson E.(Eds.),Handbook of social psychology,MA:Addison-Wesley,596-692.
[28]Kabanoff B.1996.Computers can read as well as count:How computer-aided text analysis can benefit organizational research[J].Trends in Organizational Behavior,3:1-21.
[29]Kapferer J N.2004.The New Strategic Brand Management:Creating and Sustaining Brand Equity Long Term[M].London:Kogan Page.
[30]Keller K L,Richey Keith.2006.The importance of corporate brand personality traits to a successful 21st century business[J].Brand Management,14(1/2):74-81.
[31]Keller K L.1998.Strategic Brand Management:Building,Measuring,and Managing Brand Equity[M].New Jersey:Prentice Hall.
[32]King C,Grace D.2005.Exploring the role of employees in the delivery of a brand:a case study approach[J].Qualitative Market Research:An International Journal,8(3):277-295.
[33]King C,Grace D.2009.Employee based brand equity:A third perspective[J].Services Marketing Quarterly,30(2):122-147.
[34]King C,Grace D.2010.Building and measuring employee-based brand equity[J].European Journal of Marketing,44(7/8):938-971.
[35]Kogut B,Zander U.1993.Knowledge of the firm and the evolutionary theory of the multinational corporation[J].Journal of International Business Studies,24(4):625-645.
[36]Mc Donald H B,de Chernatony L,Harris F.2001.Corporate Marketing and Service Brands:Moving Beyond The Fast-Moving Consumer Goods Model[J].European Journal of Marketing,35:335-353.
[37]Morhart F M,Herzog W,Tomczak T.2009.Brandspecific leadership:turning employees into brand champions[J].Journal of Marketing,73(5):122-42.
[38]Ostrom,Amy L,Mary Jo Bitner,Stephen W.Brown,Kevin A.2010.Burkhard,Michael Goul,Vicki SmithDaniels,Haluk Demirkan,and Elliot Rabinovich,“Moving Forward and Making a Difference:Research Priorities for the Science of Service,”Journal of Service Research,13(1),4-36.
[39]MSI-Marketing Science Institute,2012-2014 Research Priorities,(Accessed January 8,2013),Available at http://www.msi.org/MSI_RP12-14.pdf,2012.
[40]Neundorf K.2002.The Content Analysis Guidebook[M].Sage Publications Inc.,Thousand Oaks,CA.
[41]Nonaka I,Takeuchi H.1995.The Knowledge Creating Company[M].Oxford University Press,Oxford.
[42]Norman R.1984.Service Management[M].Chichester,Wiley.
[43]O'Cass A,Grace D.2004.Exploring Consumer Experiences With a Service Brand[J].Journal of Product and Brand Management,13(4):257-268.
[44]Onkvisit S,Shaw J J.1989.Service Marketing:Image,Branding and Competition[J].Business Horizons,1/2:13-17.
[45]Rafaeli A.1993.Dress and Behavior of Customer Contact Employees:A Framework for Analysis,in Advances in Services Marketing and Management,Swartz T A,Bowen D E,Brown S W.eds.Greenwich,CT:JAI Press,2:175-211.
[46]Ries A,Trout J.1972.The Positioning Era Cometh[J].Advertising Age,181-191.
[47]Riley D F,de Chernatony L.2000.The Service Brand as Relationship Builder[J].British Journal of Management,11(2),pp.137-150
[48]Sasser W E,Arbeit S P.1976.Selling Jobs in the Service Sector[J].Business Horizon,June:61-62.
[49]Schneider B.1980.The service organization:Climate is crucial[J].Organizational Dynamics,9,52-65.
[50]Shamir B.1980.Between Service and Servility:Role Conflict in Subordinate Service Roles[J].Human Relations,33(10):741-758.
[51]Singh J.1993.Boundary Role Ambiguity:Facets,Determinants and Impacts[J].Journal of Marketing,57:11-31.
[52]Statt D A.2003.The concise dictionary of psychology[D].Taylor&Francis e-Library.
[53]Sureshchandar G S,Rajendran C,Anantharaman R N.2002.The relationship between service quality and customer satisfaction a factor specific approach[J].Journal of Service Marketing,16(4):363-79.
[54]Urde M.2003.Core value-based corporate brand building[J].European Journal of Marketing,37(7/8):1017-1040.
[55]Vargo S L,Lusch R F.2004.Evolving to a New Dominant Logic for Marketing[J].Journal of Marketing,68(1):1-17.
[56]Woodrum E.1984.Mainstreaming content analysis in the social science:Methodological advantages,obstacles,and solutions[J].Social Science Research,13,1-19.
[57]Yadav M S.2010.The Decline of Conceptual Articles and Implications for Knowledge Development[J].Journal of Marketing,74(1):1-19.
[58]Zeithaml V,Bitner M J.1996.Services Marketing[M].New York:Mc Graw-Hill.
[59]班杜拉.2001.思想和行动的社会基础[M].上海:华东师范大学出版社.
[60]卞晓青.2009.服务品牌内化影响因素整合研究[D].博士学位论文,天津:南开大学.
[61]陈晔.2007.服务品牌内化:概念及概念模型研究[D].博士学位论文,天津:南开大学.
[62]凯文·莱恩·凯勒.2009.战略品牌管理(第3版)[M].北京:中国人民大学出版社.
[63]李飞,路倩.2011.案例研究:适合构建管理的中国理论吗—关于由案例构建理论问题的讨论述评[J].中国零售研究中心零售案例研究项目阶段性成果选编,99-117.
[64]李辉.2010.服务型企业品牌内化对员工的顾客导向行为影响研究[D].复旦大学博士学位论文.
[65]邱玮.2010.服务品牌内化的构成要素及过程机制[D].博士学位论文,天津:南开大学.
[66]余菁.2004.案例研究与案例研究方法[J].经济管理,2004(20):24-29.
[67]竹内弘高,野中郁次郎.2006.知识创造的螺旋:知识管理理论与案例研究[M].北京:知识产权出版社.
[2]Ahmed P K,Rafiq M.2003.Internal Marketing Issues and Challenges[J].European Journal of Marketing,37(9):1177-1186.
[3]Barney J.1991.Firm Resources and Sustained Competitive Advantage[J].Journal of Management,17(1):99-120.
[4]Bateson J.1985.Researching the service consumer.in Bloch T,Upah G,Zeithaml V.(Eds),Services Marketing in a Changing Environment,American Marketing Association,Chicago,IL,60-62.
[5]Belk R.1988.Possessions and the Extended Self[J].Journal of Consumer Research,15:139-168.
[6]Berry L L,Lampo S S.2004.Branding labor-intensive services[J].Business Strategy Review,15(1):18-25.
[7]Berry L L,Seltman K D.2007.Building a strong services brand:Lessons from Mayo Clinic[J].Business Horizons,50(3):199-209.
[8]Berry L L.2000.Cultivating Service Brand Equity[J].Journal of the Academy of Marketing Science,28(1):128-137.
[9]Bitner M J,Nyquist J,Booms B.1985.The critical incident as a technique for analyzing the service encounter,in Bloch,T.,Upah,G.and Zeithaml,V.(Eds),Services Marketing in a Changing Environment,American Marketing Association,Chicago,IL,pp.48-51.
[10]Boshoff C,Allen J.2000.The influence of selected antecedents on frontline staff's perception of service recovery performance[J].International journal of Service Industry Management,11(1):53-90.
[11]Bostrom G O,Isberg S.2009.Creating a Repositioned Corporate Brand at the Service Encounter-Brand Building in a Swedish Insurance Company.5th Thought Leaders International Conference on Brand Management Athens,Greece.
[12]Bowen D E,Schneider B.1985.Boundary-spanning-role employees and the service encounter:Some guidelines for future management and research.In Czepiel J,Solomon M R,Surprenant C F.(Eds.),The service encounter(pp.127-147).New York:Lexington Books.
[13]Camelis C.2008.Service Experience and Brand Image Construction:Focus on the First Experience.Paper presented at the 10th International Research Seminar in Service Management.La-Londe-Les-Maures,France.
[14]Carley K.1993.Coding choices for textual analysis:A comparison of content analysis and map analysis[J].Sociological Methodology,23:75-126.
[15]Chebat J C,Paul K.2000.The Impact of Empowerment on Customer Contact Employees'Roles in Service Organizations[J].Journal of Service Research,3(1):66-81.
[16]De Chernatony L,Cottam S.2006.Internal brand factors driving successful financial services brands[J].European Journal of Marketing,40(5/6):611-33.
[17]De Chernatony L,Segal-Horn D S.2003.Building a services brand:Stages,people,and orientations[J].Service Industries Journal,25(3):1-21.
[18]Edmondson A C,Mc Manus S E.2007.Methodological fit in management field research[J].Academy of Management Review,32(4):1155-1179.
[19]Feagin J R,Orum A M,Sjoberg G.1991.A Case for the Case Study[M].Chapel Hill:University of North Carolina Press.
[20]George W.1977.The Retailing of Service-A Challenging Future[J].Journal of Retailing,53(3):85-98.
[21]Gilmore A,David C.1996.Integrative qualitative methods in a services context[J].Marketing Intelligence and Planning,14(6):21-26.
[22]Greenberg J,Baron R A.1997.Behavior in Organizations,Prentice-Hall,Upper Saddle River,NJ.
[23]Gronroos C.1985.Internal marketing-theory and practice.In:Bloch T M,Upah G D,Zeithaml V A.editors.Services Marketing in a Changing Environment.Chicago:American Marketing Association,41-47.
[24]Gummesson E.1991.Marketing-orientation revisited:The Crucial Role of the Part-time Marketer[J].European Journal of Marketing,25(2):60-75.
[25]Harris F,De Chernatony L.2001.Corporate branding and corporate brand performance[J].European Journal of Marketing,35(3/4):441-456.
[26]Heskett J L,Jones T O,Loveman G W,et al.1994.Putting the service-profit chain to work[J].Harvard Business Review,164-172.
[27]Holsti O R.1969.Content analysis.In Gardner L,Aronson E.(Eds.),Handbook of social psychology,MA:Addison-Wesley,596-692.
[28]Kabanoff B.1996.Computers can read as well as count:How computer-aided text analysis can benefit organizational research[J].Trends in Organizational Behavior,3:1-21.
[29]Kapferer J N.2004.The New Strategic Brand Management:Creating and Sustaining Brand Equity Long Term[M].London:Kogan Page.
[30]Keller K L,Richey Keith.2006.The importance of corporate brand personality traits to a successful 21st century business[J].Brand Management,14(1/2):74-81.
[31]Keller K L.1998.Strategic Brand Management:Building,Measuring,and Managing Brand Equity[M].New Jersey:Prentice Hall.
[32]King C,Grace D.2005.Exploring the role of employees in the delivery of a brand:a case study approach[J].Qualitative Market Research:An International Journal,8(3):277-295.
[33]King C,Grace D.2009.Employee based brand equity:A third perspective[J].Services Marketing Quarterly,30(2):122-147.
[34]King C,Grace D.2010.Building and measuring employee-based brand equity[J].European Journal of Marketing,44(7/8):938-971.
[35]Kogut B,Zander U.1993.Knowledge of the firm and the evolutionary theory of the multinational corporation[J].Journal of International Business Studies,24(4):625-645.
[36]Mc Donald H B,de Chernatony L,Harris F.2001.Corporate Marketing and Service Brands:Moving Beyond The Fast-Moving Consumer Goods Model[J].European Journal of Marketing,35:335-353.
[37]Morhart F M,Herzog W,Tomczak T.2009.Brandspecific leadership:turning employees into brand champions[J].Journal of Marketing,73(5):122-42.
[38]Ostrom,Amy L,Mary Jo Bitner,Stephen W.Brown,Kevin A.2010.Burkhard,Michael Goul,Vicki SmithDaniels,Haluk Demirkan,and Elliot Rabinovich,“Moving Forward and Making a Difference:Research Priorities for the Science of Service,”Journal of Service Research,13(1),4-36.
[39]MSI-Marketing Science Institute,2012-2014 Research Priorities,(Accessed January 8,2013),Available at http://www.msi.org/MSI_RP12-14.pdf,2012.
[40]Neundorf K.2002.The Content Analysis Guidebook[M].Sage Publications Inc.,Thousand Oaks,CA.
[41]Nonaka I,Takeuchi H.1995.The Knowledge Creating Company[M].Oxford University Press,Oxford.
[42]Norman R.1984.Service Management[M].Chichester,Wiley.
[43]O'Cass A,Grace D.2004.Exploring Consumer Experiences With a Service Brand[J].Journal of Product and Brand Management,13(4):257-268.
[44]Onkvisit S,Shaw J J.1989.Service Marketing:Image,Branding and Competition[J].Business Horizons,1/2:13-17.
[45]Rafaeli A.1993.Dress and Behavior of Customer Contact Employees:A Framework for Analysis,in Advances in Services Marketing and Management,Swartz T A,Bowen D E,Brown S W.eds.Greenwich,CT:JAI Press,2:175-211.
[46]Ries A,Trout J.1972.The Positioning Era Cometh[J].Advertising Age,181-191.
[47]Riley D F,de Chernatony L.2000.The Service Brand as Relationship Builder[J].British Journal of Management,11(2),pp.137-150
[48]Sasser W E,Arbeit S P.1976.Selling Jobs in the Service Sector[J].Business Horizon,June:61-62.
[49]Schneider B.1980.The service organization:Climate is crucial[J].Organizational Dynamics,9,52-65.
[50]Shamir B.1980.Between Service and Servility:Role Conflict in Subordinate Service Roles[J].Human Relations,33(10):741-758.
[51]Singh J.1993.Boundary Role Ambiguity:Facets,Determinants and Impacts[J].Journal of Marketing,57:11-31.
[52]Statt D A.2003.The concise dictionary of psychology[D].Taylor&Francis e-Library.
[53]Sureshchandar G S,Rajendran C,Anantharaman R N.2002.The relationship between service quality and customer satisfaction a factor specific approach[J].Journal of Service Marketing,16(4):363-79.
[54]Urde M.2003.Core value-based corporate brand building[J].European Journal of Marketing,37(7/8):1017-1040.
[55]Vargo S L,Lusch R F.2004.Evolving to a New Dominant Logic for Marketing[J].Journal of Marketing,68(1):1-17.
[56]Woodrum E.1984.Mainstreaming content analysis in the social science:Methodological advantages,obstacles,and solutions[J].Social Science Research,13,1-19.
[57]Yadav M S.2010.The Decline of Conceptual Articles and Implications for Knowledge Development[J].Journal of Marketing,74(1):1-19.
[58]Zeithaml V,Bitner M J.1996.Services Marketing[M].New York:Mc Graw-Hill.
[59]班杜拉.2001.思想和行动的社会基础[M].上海:华东师范大学出版社.
[60]卞晓青.2009.服务品牌内化影响因素整合研究[D].博士学位论文,天津:南开大学.
[61]陈晔.2007.服务品牌内化:概念及概念模型研究[D].博士学位论文,天津:南开大学.
[62]凯文·莱恩·凯勒.2009.战略品牌管理(第3版)[M].北京:中国人民大学出版社.
[63]李飞,路倩.2011.案例研究:适合构建管理的中国理论吗—关于由案例构建理论问题的讨论述评[J].中国零售研究中心零售案例研究项目阶段性成果选编,99-117.
[64]李辉.2010.服务型企业品牌内化对员工的顾客导向行为影响研究[D].复旦大学博士学位论文.
[65]邱玮.2010.服务品牌内化的构成要素及过程机制[D].博士学位论文,天津:南开大学.
[66]余菁.2004.案例研究与案例研究方法[J].经济管理,2004(20):24-29.
[67]竹内弘高,野中郁次郎.2006.知识创造的螺旋:知识管理理论与案例研究[M].北京:知识产权出版社.