- 學位論文
從內部品牌化觀點探討影響員工品牌行為之研究
A Study of Influences on Employee Brand Behavior Based on Internal Branding
摘要
多數打造品牌形象的方法與文獻都採取「外部」的觀點，強調企業應該對外採取策略性與戰術性的做法。但是行銷活動的核心應該圍繞在品牌定位與品牌意涵上，因此除了外部化之外「品牌定位的內部化」也相當重要。特別是針對現今服務業來說，所有的員工應該深入了解自家品牌的精神與了解品牌經營的現況。故如何有效地透過員工傳遞品牌理念給消費者，是服務業管理中重要的一環，而讓員工了解同時且內化品牌的價值，是塑造成功服務品牌的必要條件。 本研究目的為，分析臺灣地區國際觀光旅館內部品牌化執行情況，及內部品牌化對員工品牌行為之影響。採用問卷調查的方式，以便利抽樣針對國際觀光旅館之員工進行調查，共計分發801份問卷，回收有效問卷為661份。 研究結果發現，「內部品牌化」、「員工品牌承諾」會顯著影響「員工品牌行為」；且不同性別、年齡、教育程度、工作年資與國際觀光旅館型態在內部品牌化、員工品牌承諾與行為上有顯著差異存在。
並列摘要
Many brand image literature reviews are using an “external” point of view and are emphasizing that companies should take strategic and tactic methods to reach the public. Moreover, these reviews claim that all marketing should focus on brand positioning and brand meaning, which includes the importance of “internal brand positioning”, especially in the service industry. All members should deeply appreciate their brand spirit. How to convey brand philosophy efficiently to customers is an important part in service management, as is making staff realize and internalize the value of the brand as a necessary condition to shape a successful service brand. According to the above motivation, this research analyses the implementation of internal branding in international tourist hotels and the effect of internal branding on employees’ brand behaviors. 801 questionnaires were delivered to international tourist hotels staff and 661 return questionnaires were received. The results showed that internal branding and employee brand commitment had significant effect on behavior; the internal branding, employees’ brand commitment, and their behaviors significantly differ according to personal variables such as gender, age, education, work experience, and hotels.