品牌活化員工認同、品牌心理擁有感與員工顧客導向行為之研究 -以台灣菸酒公司為例

本研究以台灣菸酒股份有限公司員工為研究對象，探討品牌活化員工認同感、品牌心理擁有感與員工顧客導向行為之關係，並探討品牌心理擁有感為品牌活化員工認同感與員工顧客導向行為之中介效果。研究採立意抽樣方式進行前測問卷調查，發放地點於台灣菸酒股份有限公司台中營業處發出40份問卷，並根據信度及效度分析，檢驗各變項之係數，藉由因素負荷量來判斷個別題項與相同因素之關係，取因素負荷量>0.5作為問卷題項。發放正式問卷320份，扣除無效問卷，回收有效問卷為258份，有效問卷回收率為80.6％。研究結果顯示品牌活化員工認同感對員工顧客導向行為有顯著正向影響，品牌活化員工認同感對品牌心理擁有感有顯著正向影響。品牌心理擁有感對品牌活化員工認同感與員工顧客導向行為之關係具有中介效果。本研究建議，公司若要藉由品牌活化創造出高行銷績效表現，除了應積極進行外部行銷之外，更應積極推動內部員工對品牌活化的認同感，員工對公司品牌產生高度心理擁有感，並促使員工出現顧客導向行為，為顧客提供更好的服務，以創造公司的品牌價值與形象。

關鍵字

品牌活化,品牌心理擁有感,員工顧客導向行為

並列摘要

Targeting on the employees of Taiwan Tobacco & Liquor Corporation (TTL), the study investigated the relationships among employees’ sense of identity to the brand revitalization, brand psychological ownership, and customer orientation behaviors. Convenience sampling was adopted to conduct the pretest. There were 40 questionnaires issued to the TTL Taichung Office. According to the analyses of reliability and validity, coefficients of all variations were examined. Factor loadings were taken to assess the relation between items and the factor, and those with factor loadings higher than 0.5 were taken as the questionnaire items. Formally, 320 questionnaires were distributed, and 258 valid copies were returned (80.6%). The results showed that employees’ sense of identity to the brand revitalization had significant and positive effects on customer orientation behaviors and brand psychological ownership. Brand psychological ownership had mediation effect on the relationship between employees’ sense of identity to the brand revitalization and customer orientation behaviors. To improve marketing performance by brand revitalization, a company should keenly enhance internal employees’ sense of identity to the brand revitalization as well as promote external marketing. Consequently, employees would acquire brand psychological ownership, and have customer oriention behaviors that provide better services to customers. Brand value and image of a company would thus be created.

並列關鍵字

brand revitalization,brand psychological ownership,customer orientation behaviors

參考文獻

Pierce, J. L., Kostova, T., & Dirks, K. T. (2001). Toward a theory of psychological ownership in organizations. Academy of management review, 26(2), 298-310.

Van Dyne, L., & Pierce, J. L. (2004). Psychological ownership and feelings of possession: Three field studies predicting employee attitudes and organizational citizenship behavior. Journal of organizational behavior, 25(4), 439-459.

中文部份