Enhancing Internal Branding Outcomes through Customer Experience Management: New Empirical Insights from the Automotive Industry

Abstract

Companies increasingly strive to optimise the external customer experience by systematically building on customer experience management (CEM). Based on the internal carleasing service of Porsche AG, this article shows how leaders can correspondingly benefit from applying this expertise to their employees’ interactions when offering services or benefits that are similar to the company’s external offerings. By doing so, companies can authentically demonstrate brand values and actively engage employees in a positive brand experience, thus enhancing internal branding outcomes. The results of a qualitative study provide a set of directions and actions to guide managers towards the internal implementation of CEM in various sectors. Furthermore, the findings of a subsequent quantitative study reveal that this implementation can lead to positive impacts on employee satisfaction with the offered service, enhance loyalty towards employers as well as improve employee brand knowledge, belief in brand and brand endorsement.