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Author: Khanyapuss Punjaisri Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
Internal branding has recently been introduced to the literature as an enabler of the organisation's success in ensuring the delivery of the brand promise by their employees, particularly the customer-interface employees. Relatively few studies have been carried out to understand the internal branding concept from the viewpoint of employees, despite its importance. Moreover, there is only an assumption that when employees are identified with, committed and loyal to the brand, they would behave in ways that support the brand reality. Therefore, this research's aim was to explore the employees' perceptions regarding their role in the promise delivery process because they are as important as those of management and researchers. Furthermore, this study provided empirical evidence to support the link between internal branding and employees' brand attitudes and brand behaviours. Following a case study strategy using the hotel industry in Thailand as a single unit of study with mixed methodologies, the author could perform data triangulation by incorporating the literature review with the findings from the qualitative and the quantitative phase. This thesis revealed the important role of employees and their perceptions of the relevant internal branding mechanisms, including internal communications and training. Importantly, this thesis empirically supported the contention that internal branding affects employees' brand identification, commitment, and loyalty. It also provided empirical evidence supporting the previously assumed link between internal branding and employees' brand behaviour. Furthermore, it added to the existing knowledge that these attitudes, particularly brand identification and loyalty, need to be positively influenced because of their mediating roles. Finally, it revealed the moderating factors in the internal branding process that were identified by the internal audience. As such, this thesis sends an overriding message to management that the coordination between marketing and human resource departments with support and understanding from management is necessary to optimise the success of any internal branding campaigns in aligning employees with the brand.
Author: Khanyapuss Punjaisri Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
Internal branding has recently been introduced to the literature as an enabler of the organisation's success in ensuring the delivery of the brand promise by their employees, particularly the customer-interface employees. Relatively few studies have been carried out to understand the internal branding concept from the viewpoint of employees, despite its importance. Moreover, there is only an assumption that when employees are identified with, committed and loyal to the brand, they would behave in ways that support the brand reality. Therefore, this research's aim was to explore the employees' perceptions regarding their role in the promise delivery process because they are as important as those of management and researchers. Furthermore, this study provided empirical evidence to support the link between internal branding and employees' brand attitudes and brand behaviours. Following a case study strategy using the hotel industry in Thailand as a single unit of study with mixed methodologies, the author could perform data triangulation by incorporating the literature review with the findings from the qualitative and the quantitative phase. This thesis revealed the important role of employees and their perceptions of the relevant internal branding mechanisms, including internal communications and training. Importantly, this thesis empirically supported the contention that internal branding affects employees' brand identification, commitment, and loyalty. It also provided empirical evidence supporting the previously assumed link between internal branding and employees' brand behaviour. Furthermore, it added to the existing knowledge that these attitudes, particularly brand identification and loyalty, need to be positively influenced because of their mediating roles. Finally, it revealed the moderating factors in the internal branding process that were identified by the internal audience. As such, this thesis sends an overriding message to management that the coordination between marketing and human resource departments with support and understanding from management is necessary to optimise the success of any internal branding campaigns in aligning employees with the brand.
Author: Peter Murley Publisher: Gower Publishing, Ltd. ISBN: 9780566076886 Category : Business & Economics Languages : en Pages : 660
Book Description
This new Gower Handbook covers an area of management that is now regarded as fundamental to the success of any organization, whether it is in the private or the public sector. A team of experienced professionals and practising managers have pooled their expertise to provide nearly 50 chapters of current best practice in all aspects of customer service management, making this a valuable addition to the renowned Gower Handbook series.
Author: Damianos P. Sakas Publisher: World Scientific ISBN: 1848165102 Category : Business & Economics Languages : en Pages : 640
Book Description
This book is a collection of selected papers presented at the International Conference of Marketing and Management Sciences held from 23 to 25 May 2008 in Athens, Greece. The papers focus on how globalization has had significant impact on companies, societies and individuals alike. They discuss the need for new strategies and practices that can help cope with changes that arise due to globalization. Written in a simple manner, this book will be of interest to academics studying and teaching marketing and management courses and to managers dealing with strategies to cope with changes due to globalization.
Author: Peter Stokes Publisher: Kogan Page Publishers ISBN: 0749468378 Category : Business & Economics Languages : en Pages : 296
Book Description
Organizational Management is ideal for readers who need to understand modern organizations. This book enables students to understand the key issues of organizational behaviour and how to take a critical approach when planning, leading and engaging a workforce and its resources. The book provides fresh perspectives on known models and critical theories on leadership, teams, performance management, employee engagement and change. The authors also offer the reader innovative approaches to leading-edge issues such as trust, internet use, generational trends, the use of the arts in organizations and leadership from a systemic perspective. Organizational Management draws on examples from the authors' international work across a range of business and industrial sectors, both public and private, and is supplemented by activities, revision questions, recommend reading and online resources to deepen learning. Rapid technological advances, constantly changing global environments and new kinds of workforce cultures mean that organizations are constantly being challenged. This book equips the reader with the ability to navigate this turbulent environment through both established and novel forms of organizational management. Online supporting resources for this book include summaries, diagrams and case study scenarios to help readers easily understand theories and contextualize experiences in the workplace
Author: Kevin Robson Publisher: John Wiley & Sons ISBN: 1118457854 Category : Business & Economics Languages : en Pages : 236
Book Description
Times have changed. Long gone are our days of being kings of the manufacturing industry, we are now immersed in the world of ‘service’ where the relationship between an organization and the customer is an integral part of the "product" offering. The nation is suffering from a widespread lack of truly customer-satisfying service. We lack the very thing that we need to make this new paradigm work efficiently: service-ability. Organizations of all kinds are facing high customer churn, serious customer antagonism, loss of consumer confidence and plummeting customer satisfaction. Research shows that totally satisfying the customer is the only thing that will secure loyalty and offer significant competitive advantage. Yet still, on a daily basis we encounter service that frustrates us. Whilst the emergence of technology has no doubt brought efficiency to many areas of business activity, including the third sector, it has led to the standardised and indifferent service we regularly receive. We appear to have lost sight that people do business with people. Through efficient technology, our organisations may be serviceable but they are not service able. The arrival of Generation Y and the developments in social media, provide businesses with a whole new way to engage with their customers, but also provide a new way for customers to rate companies, products and services: not always in a positive manner. 'Like' or '#Fail' have become part of our social language. Organizations that refocus on the need to treat customers in a way that satisfies them, and not the technology, will have better customer retention, lower costs of replacement and will build their brand value through better reputations. Service-Ability delves deeply into these areas to show how today's managers need to re-think the way we structure, manage, lead and organize our companies to achieve total 'customer-centric' work cultures that develop lasting relationships with customers.
Author: Christina Ravens Publisher: Springer Science & Business Media ISBN: 3658007540 Category : Business & Economics Languages : en Pages : 323
Book Description
Employees with a sound knowledge of and strong commitments to a brand are likely to display behaviors that conform to a brand’s identity, so called brand citizenship behavior. Organizations have access to various internal branding instruments that support commitment structures but multinational corporations are challenged by a diverse workforce environment. The study analyzes the relevance of these instruments across a German, Chinese and North American sample. This research further analyzes the impact of an individual’s cultural values on brand commitment which is an antecedent to brand citizenship behavior.
Author: Adrian Payne Publisher: Cambridge University Press ISBN: 1107328411 Category : Business & Economics Languages : en Pages : 547
Book Description
Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field.
Author: Terry Smith Publisher: Walter de Gruyter GmbH & Co KG ISBN: 3110718634 Category : Business & Economics Languages : en Pages : 620
Book Description
Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profi t with purpose, are sustainable, and create mutually benefi cial meaning. It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning–from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.
Author: Jochen Wirtz Publisher: World Scientific ISBN: 1944659811 Category : Business & Economics Languages : en Pages : 683
Book Description
Services Marketing: People, Technology, Strategy is the ninth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media, and case examples.This book takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. It features cases and examples from all over the world and is suitable for students who want to gain a wider managerial view.Supplementary Material Resources:Resources are available to instructors who adopt this textbook for their courses. These include: (1) Instructor's Manual, (2) Case Teaching Notes, (3) PowerPoint deck, and (4) Test Bank. Please contact [email protected] Features:
Author: Jochen Wirtz Publisher: World Scientific Publishing Company ISBN: 194465903X Category : Business & Economics Languages : en Pages : 801
Book Description
Services Marketing: People, Technology, Strategy is the eighth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples.This textbook takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Featuring cases and examples from all over the world, Services Marketing: People, Technology, Strategy is suitable for students who want to gain a wider managerial view of Services Marketing.
Author: Khanyapuss Punjaisri
Author: Khanyapuss Punjaisri
Author: Peter Murley
Author: Damianos P. Sakas
Author: Peter Stokes
Author: Kevin Robson
Author: Christina Ravens
Author: Adrian Payne
Author: Terry Smith
Author: Jochen Wirtz
Author: Jochen Wirtz