服务企业品牌忠诚的形成路径分析——对如家、浙商银行和小南国的纵向案例研究
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摘要
员工与顾客的互动及行为表现是服务企业品牌化的重要组成部分,针对现有研究较多关注服务品牌的消费者因素,忽视了其他利益相关者,尤其是企业内部员工的角色和作用而造成营销目标和传播目标的冲突问题,本文基于企业内部员工及外部消费者的整合视角研究品牌忠诚问题。由于目前学术界缺乏严谨的服务企业品牌忠诚的形成路径研究,本文通过理论推演,得到品牌内化-顾客体验-品牌忠诚概念模型,并使用如家酒店、浙商银行及小南国三家企业进行多案例分析及复制性检验。研究结果表明:员工培训、承诺、激励等形式的品牌内化有助于提升其满足感及发展空间,从而对外传达有效的品牌形象及品牌声誉,形成良好的顾客体验。良好的顾客体验对品牌忠诚有积极影响,是品牌内化和品牌忠诚的中介变量。品牌忠诚是品牌内化和顾客体验的最终表现形式。本文揭示了服务企业与顾客关系的微观机制,打开了企业如何从内部沟通到外部传播的黑箱,对服务企业的品牌管理与关系营销具有一定的实践启示。
Employees and customers are considered as the essential parts for the branding of service firms. As the existing researches often ignore other stakeholders than consumers,especially the role of employees,a gap exists between the marketing goal and its low audience acceptance. In this paper,we construct a conceptual approach on how to build customer loyalty for service firms with an integrated perspective. We verify the approach through a longitudinal case study of Homeinns,CZB and TANSH Global Food Group. Our analysis indicates that employees' internalization can be achieved through such internal initiators as brand training and brand exchange and such external initiators as brand image and brand reputation. Under that kind of internalization,the loyal employees would transfer the higher quality service and brand value to customers. Then customers can obtain a better brand experience which has a significantly positive impact on their satisfaction. Finally with the lasting satisfaction they receive from the service brand,brand loyalty comes into being. By this research,the micro mechanism on the relationships between service firm and its customers are mainly discussed,which can be regarded as a practical enlightenment for brand management and relationship marketing.
Employees and customers are considered as the essential parts for the branding of service firms. As the existing researches often ignore other stakeholders than consumers,especially the role of employees,a gap exists between the marketing goal and its low audience acceptance. In this paper,we construct a conceptual approach on how to build customer loyalty for service firms with an integrated perspective. We verify the approach through a longitudinal case study of Homeinns,CZB and TANSH Global Food Group. Our analysis indicates that employees' internalization can be achieved through such internal initiators as brand training and brand exchange and such external initiators as brand image and brand reputation. Under that kind of internalization,the loyal employees would transfer the higher quality service and brand value to customers. Then customers can obtain a better brand experience which has a significantly positive impact on their satisfaction. Finally with the lasting satisfaction they receive from the service brand,brand loyalty comes into being. By this research,the micro mechanism on the relationships between service firm and its customers are mainly discussed,which can be regarded as a practical enlightenment for brand management and relationship marketing.
引文
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[19]刘新民,李芳,王松.自我效能感、说服抵制对消费者社会化商务模式接受意愿的影响机理研究[J].管理评论,2017,29(6):212-313
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[27]Ioanna P.,Demetris V.Using Internal Marketing to Ignite the Corporate Brand:The Case of the UK Retail Banking Industry[J].Journal of Brand Management,2006,14(1-2):177-195
[28]Kevin L.K.Conceptualizing,Measuring,and Managing Customer-Based Brand Equity[J].Journal of Marketing,1993,57(1):1-22
[29]Kevin L.K.Building Strong Brands in a Modern Marketing Communications Environment[J].Journal of Marketing Communications,2009,15(2-3):139-155
[30]Ha H.Y.,Perks H.Effects of Consumer Perceptions of Brand Experience on the Web:Brand Familiarity,Satisfaction and Brand Trust[J].Journal of Consumer Behavior,2005,4(6):438-452
[31]贺爱忠,龚婉琛.顾客体验对服务品牌忠诚影响的实证研究[J].湖南商学院学报,2011,18(5):24-28
[32]Payne S.C.,Webber S.S.Effects of Service Provider Attitudes and Employment Status on Citizenship Behaviors and Customers’Attitudes and Loyalty Behavior[J].The Journal of Applied Psychology,2006,91(2):365-378
[33]Gupta G.Marketing of Services:Quality Dimensions(1st ed.)[M].New Delhi:New Century Publications,2011
[34]Mathews B.P.,Shepherd E.L.Dimensionality of Cook and Wall’s(1980)British Organizational Commitment Scalerevised[J].Journal of Occupational and Organizational Psychology,2002,75(3):369-375
[35]周海涛,李永闲,李虔.案例研究:设计与方法[M].重庆:重庆大学出版社,2010
[36]王金红.案例研究法及其相关学术规范[J].同济大学学报(社会科学版),2007,18(3):87-95
[2]Turley L.W.,Milliman R.E.Atmospheric Effects on Shopping Behavior:A Review of the Experimental Evidence[J].Journal of Business Research,2000,49(2):193-211
[3]Swinyard W.R.The Effects of Mood,Involvement,and Quality of Store Experience on Shopping Intentions[J].Journal of Consumer Research,1993,20(2):271-280
[4]Mattila A.S.,Wirtz J.Congruency of Scent and Music as a Driver of In-Store Evaluations and Behavior[J].Journal of Retailing,2001,77(2):273-289
[5]Menon S.,Kahn B.Cross-Category Effects of Induced Arousal and Pleasure on the Internet Shopping Experience[J].Journal of Retailing,2002,78(1):31-40
[6]Carpenter J.M.Consumer Shopping Value,and Loyalty in Discount Retailing[J].Journal of Retailing and Consumer Services,2008,15(5):358-363
[7]Darley W.K.,Blankson C.,Luethge D.J.Toward an Integrated Framework for Online Consumer Behavior and Decision Making Process:A Review[J].Psychology and Marketing,2010,27(2):94-116
[8]Joshi B.H.,Waghela R.,Patel K.T.An Analysis of Shoppers Satisfaction Level with Shopping Experience in the Shopping Malls[J].International Journal of Multidisciplinary Approach and Studies,2015,2(3):8-19
[9]Kotter J.P.,Heskett J.L.Corporate Culture and Performance[M].New York:Free Press,1992
[10]Schmitt B.Experiential marketing[M].New York:Free Press,1999
[11]邱玮,白长虹.基于扎根理论的旅游品牌内化研究——以一家五星级酒店为[J].旅游学刊,2012,27(10):46-52
[12]白长虹,邱玮.品牌内化研究综述:基于员工和组织层面的主要观点[J].管理世界,2008,(11):160-165
[13]Shahriar A.,Fateme G.,Sina F.Impact of Brand Orientation,Internal Marketing and Job Satisfaction on the Internal Brand Equity:The Case of Iranian’s Food and Pharmaceutical Companies[J].International Review of Management and Marketing,2012,2(2):122-129
[14]Shaari H.,Salleh S.M.,Hussin Z.The Effect of Brand Leadership Styles on Employees’Brand Citizenship Behavior[J].Asian Social Science,2015,11(18):86-92
[15]Benford R.D.,Snow D.A.Framing Processes and Social Movements:An Overview and Assessment[J].Annual Review of Sociology,2000,1(26):611-639
[16]Punjaisri K.,Wilson A.,Evanschitzky H.Internal Branding to Influence Employees’Brand Promise Delivery:A Case Study in Thailand[J].Journal of Service Management,2009,20(5):561-579
[17]Riley F.,de Chernatony L.The Service Brand as Relationships Builder[J].British Journal of Management,2000,11(2):137-150
[18]武文珍,陈启杰.基于共创价值视角的顾客参与行为对其满意和行为意向的影响[J].管理评论,2017,29(9):167-180
[19]刘新民,李芳,王松.自我效能感、说服抵制对消费者社会化商务模式接受意愿的影响机理研究[J].管理评论,2017,29(6):212-313
[20]Ishaque A.,Shahzad K.Impact of Internal Marketing on Employee Behavior:Mediating Role of Employee Job Satisfaction[J].Abasyn University Journal of Social Science,2016,9(1):233-250
[21]Heinonen K.,Strandvik T.,Mickelsson K.J.,et al.Customer-Dominant Logic of Service[J].Journal of Service Management,2010,21(4):531-548
[22]Civilai L.,Munyaradzi W.N.,Lester W.J.Antecedents of Consumers Brand Engagement and Brand Loyalty[J].Journal of Marketing Management,2016,32(5):558-578
[23]Keh H.T.,Ren R.,Hill S.R.et al.The Beautiful,the Cheerful,and the Helpful:The Effects of Service Employee Attributes on Customer Satisfaction[J].Psychology and Marketing,2013,30(3):211-226
[24]Wang Z.,Singh S.,Li Y.et al.Effects of Employees’Positive Affective Displays on Customer Loyalty Intentions:An EmotionsAssocial-Information Perspective[J].Academy of Management,2017,60(1):109-129
[25]George W.R.Internal Marketing and Organizational Behavior:A Partnership in Developing Customer-Conscious Employees at Every Level[J].Journal of Business Research,1990,20(1):63-70
[26]Rafig M.,Ahmed P.K.Advances in the Internal Marketing Concept:Definition,Synthesis and Extension[J].Journal of Service Marketing,2000,14(6):449-462
[27]Ioanna P.,Demetris V.Using Internal Marketing to Ignite the Corporate Brand:The Case of the UK Retail Banking Industry[J].Journal of Brand Management,2006,14(1-2):177-195
[28]Kevin L.K.Conceptualizing,Measuring,and Managing Customer-Based Brand Equity[J].Journal of Marketing,1993,57(1):1-22
[29]Kevin L.K.Building Strong Brands in a Modern Marketing Communications Environment[J].Journal of Marketing Communications,2009,15(2-3):139-155
[30]Ha H.Y.,Perks H.Effects of Consumer Perceptions of Brand Experience on the Web:Brand Familiarity,Satisfaction and Brand Trust[J].Journal of Consumer Behavior,2005,4(6):438-452
[31]贺爱忠,龚婉琛.顾客体验对服务品牌忠诚影响的实证研究[J].湖南商学院学报,2011,18(5):24-28
[32]Payne S.C.,Webber S.S.Effects of Service Provider Attitudes and Employment Status on Citizenship Behaviors and Customers’Attitudes and Loyalty Behavior[J].The Journal of Applied Psychology,2006,91(2):365-378
[33]Gupta G.Marketing of Services:Quality Dimensions(1st ed.)[M].New Delhi:New Century Publications,2011
[34]Mathews B.P.,Shepherd E.L.Dimensionality of Cook and Wall’s(1980)British Organizational Commitment Scalerevised[J].Journal of Occupational and Organizational Psychology,2002,75(3):369-375
[35]周海涛,李永闲,李虔.案例研究:设计与方法[M].重庆:重庆大学出版社,2010
[36]王金红.案例研究法及其相关学术规范[J].同济大学学报(社会科学版),2007,18(3):87-95