Aligning employees’ attitudes and behavior with hospitality brands: The role of employee brand internalization

Xiong, Lina; King, Ceridwyn

doi:10.1016/j.jhtm.2019.06.006

Cited by 47 publications

(31 citation statements)

References 81 publications

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“…Internalisasi yang bersifat konsisten menunjukkan keadaan psikologis kritis seperti pengetahuan, kebermaknaan, dan tanggung jawab pribadi berdasarkan persepsi mereka terhadap desain aktivitasnya (Xiong & King, 2019). Pesan-pesan atau konstruksi sosial yang membutuhkan kolaborasi komunitas aktor untuk menghasilkan dan mengkonsumsinya dengan cara tertentu (Venugopal, 2018) para perempuan kepala keluarga terhadap pesan-pesan yang disampaikan pasa siaransiaran Radio Pekka FM yang membuat para perempuan tersebut mengalami perubahan seperti yang mereka ungkapkan, yaitu: di Serikat Pekka ini yang dipahami sebagai makna transformatif terjadi dalam proses yang panjang melalui kegiatan komunikasi.…”

Section: Perubahan Pada Perempuan Kepala Keluarga Setelah Mendengarkaunclassified

Pemaknaan Perempuan Kepala Keluarga terhadap Pesan-Pesan Pada Radio Komunitas Pekka FM

Chairiawaty

2019

CJIK

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The purpose of the study was to obtain a picture of the female head of household in interpreting messages on the Pekka FM Community Radio in Batumulik Village, Lombok, including; knowledge of broadcasts on Pekka FM radio, the most popular radio broadcasts, benefits and changes that occur to female household heads after listening to Pekka FM radio broadcasts. Research using the phenomenological method. Data collection is done through observation, interviews, and documentation. The results showed that female heads of households knew and knew Pekka FM Radio as a radio that conveyed messages and provided knowledge about various things, the most preferred radio broadcasts by informants were about women's reproduction, adolescent health, family planning, pregnancy, news about Pekka, entertainment and advertising. The changes felt by women household heads after listening to messages on Pekka FM Radio are that they can change the mindset and mentality of women household heads, so that they become confident, diligently care for the body, and dare to speak. Broadcast programs that provide significant change can answer the needs of the audience. ABSTRAKTujuan penelitian adalah untuk memperoleh gambaran mengenai Perempuan Kepala Keluarga dalam memaknai pesan-pesan pada Radio Komunitas Pekka FM di Dusun Batumulik Lombok, meliputi; pengetahuan terhadap siaran-siaran di radio Pekka FM, siaran radio yang paling diminati, manfaat dan perubahan yang terjadi pada perempuan kepala keluarga setelah mendengarkan siaran-siaran radio Pekka FM. Penelitian menggunakan metode fenomenologi. Pengumpulan data dilakukan dengan observasi, wawancara dan dokumentasi. Hasil penelitian menunjukkan bahwa, para perempuan kepala keluarga mengenal dan mengetahui Radio Pekka FM sebagai radio yang menyampaikan pesan-pesan dan memberikan pengetahuan mengenai berbagai hal, siaran radio yang paling disukai oleh para informan adalah mengenai reproduksi wanita, kesehatan remaja, KB, kehamilan, berita seputar Pekka, hiburan dan iklan. Perubahan yang dirasakan oleh para perempuan kepala keluarga setelah mendengarkan pesan-pesan pada Radio Pekka FM adalah, dapat mengubah pola pikir dan mental para perempuan kepala keluarga, sehingga menjadi percaya diri, rajin merawat tubuh, dan berani berbicara. Program-program siaran yang memberikan perubahan signifikan adalah yang mampu menjawab kebutuhan khalayak. Kata kunci : Perempuan kepala keluarga, radio komunitas, pekka FM

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Section: Perubahan Pada Perempuan Kepala Keluarga Setelah Mendengarkaunclassified

Pemaknaan Perempuan Kepala Keluarga terhadap Pesan-Pesan Pada Radio Komunitas Pekka FM

Chairiawaty

2019

CJIK

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“…La situación es distinta para las marcas de servicio, porque lo que éstas prometen son beneficios y experiencias intangibles (Krystallis & Chrysochou, 2014;Wirtz & Lovelock, 2016). Si bien, la publicidad sigue jugando un papel clave en la construcción de las expectativas de marca de los clientes, las percepciones de marca durante el encuentro en el servicio se basan en gran parte en las conductas exhibidas por los empleados de contacto (Pinar et al, 2016;Xiong & King, 2019;Iglesias et al, 2019).…”

Section: Introductionunclassified

Branding interno en organizaciones de comercio minorista: un estudio en una cadena de farmacias

Murillo

2020

myn

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El objetivo del artículo es introducir el concepto de branding interno en la literatura organizacional publicada en México, distinguiéndolo de conceptos relacionados como el marketing interno y el branding del empleador. El método consistió en la estimación de un modelo de ecuaciones estructurales usando Mínimos Cuadrados Parciales con una muestra de 310 encuestas de empleados de una cadena grande de farmacias. Los resultados muestran una relación positiva entre el ajuste con los valores de marca de los empleados y su satisfacción laboral, intención de permanencia y conducta alineada con la marca. El hallazgo principal es que el branding interno rebasa el ámbito exclusivo del marketing e incide también en objetivos tradicionales de recursos humanos, como la satisfacción e intención de permanencia de los colaboradores.

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“…While a high level of service quality has a positive impact on customer brand perceptions, service experiences that are in line with the advertised brand promise (i.e., brand-aligned services) strengthen the customers’ perception of the brand and what it stands for. As such, the consistency between the externally communicated brand promise and the actual experience delivered fortifies the brand relative to its competitors through the provision of a strong and unique hospitality brand experience (Sirianni et al, 2013; Xiong & King, 2019). Acknowledging that hospitality employees are central facilitators of the service experience, IBM research emphasizes that such actions of employees is volitional or extra-role, often not scripted but implied.…”

Section: Introductionmentioning

confidence: 99%

“…The focus of IBM research, particularly in a hospitality context, has largely emphasized these formal organizational factors, such as human resource practices (Chang et al, 2012), communication and training (Burmann et al, 2009; Löhndorf & Diamantopoulos, 2014) and leadership (Buil et al, 2016) when seeking to influence employees’ brand-aligned attitudes and behavior. However, informal organizational factors, such as coworker relationships and the broader social environment within the organization, have rarely been examined (Xiong & King, 2018, 2019). Such a paucity is particularly relevant for hospitality brands because customers’ overall brand experience and subsequent evaluation are built on multiple touch points with employees from different departments (e.g., a guest visiting a ski resort may develop their expectations based on the external advertising but their overall brand experience is based on interactions with shuttle bus drivers, front desk agents, equipment rental employees, ski instructors, etc.).…”

Section: Introductionmentioning

confidence: 99%

Exploring How Employee Sense of Brand Community Affects Their Attitudes and Behavior

Xiong

King

2020

Journal of Hospitality & Tourism Research

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The success of hospitality brands relies heavily on employees, collectively, to transform the tacit brand promise and unique brand values into a coherent brand experience for their guests. Thus, employees are likely to develop a sense of community that coalesces around brand values. A sense of community contributes to members’ belongingness, social exchanges, and subjective well-being. However, the importance of an employee-based brand community has rarely been considered. This study proposes and examines the role of a volitional employee-based brand community in promoting employees’ brand-aligned performance. With 223 responses from U.S.-based hospitality employees, this study supports the positive role of employee sense of brand community, which emanates from the organization’s brand climate. In turn, such a community enhances employee belief in the brand as well as their subsequent brand-aligned performance.

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Aligning employees’ attitudes and behavior with hospitality brands: The role of employee brand internalization

Cited by 47 publications

References 81 publications

Pemaknaan Perempuan Kepala Keluarga terhadap Pesan-Pesan Pada Radio Komunitas Pekka FM

Pemaknaan Perempuan Kepala Keluarga terhadap Pesan-Pesan Pada Radio Komunitas Pekka FM

Branding interno en organizaciones de comercio minorista: un estudio en una cadena de farmacias

Exploring How Employee Sense of Brand Community Affects Their Attitudes and Behavior

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