Review the Effect of Internal Branding on Brand Performance in Shopping Centers in Tehran

Abstract

Recently branding through various communicative activities, as a means to an organization's success in providing promises of the brand, to respond to expectations set of customers, have been proposed. In an organization, strengthen the brand in the eyes of foreign customers need to strengthen brand position within the organization and among employees. In this study, to evaluate the effect of internal branding in shopping centers in Tehran on employee performance a model with a review of studies that have done in this area were evaluated. Statistical population included employees of shopping centers in Tehran have direct contact with the customer, the number of 323 cases from the statistical population in randomly and clusters method selected and a questionnaire with the whole five-item Likert was distributed. Results showed that all research hypotheses at 5% error level is significant, and internal branding on employee engagement, a sense of belonging and loyalty of employees to brand has a positive effect.

Impact of Organizational Citizenship Behaviour on Customer Satisfaction

“…Consequently, while Castro et al (2004) did not note OCB as an influential factor on the customer perception, and as Pradhiptya (2013) argued OCB as an insignificant factor; our study revealed that especially three factors of OCB play an important role on the customers satisfaction. Palouzian and Hosseini (2016) noted that internal effectiveness, which refers to employee's satisfaction, citizenship behaviours and increased performance positively affects customer's perception about the organization, which is similar to our findings. According to conscientiousness dimension employees join meetings and represent extra efforts for the effectiveness of the organization to promote quality in the organization.…”

“…There are many previous studies that examined the impact of OCB on the customer satisfaction (Bilgin et al, 2015;Palouzian & Hosseini, 2016;Smith et al, 1983). However, the difference of this research is to empirically find this positive correlation in small-medium enterprises in a developing country, which we could not find similar studies in the literature.…”

“…According to conscientiousness dimension employees join meetings and represent extra efforts for the effectiveness of the organization to promote quality in the organization. So far, this dimension will be positively associated with customer satisfaction, as similar to Palouzian and Hosseini (2016).…”

“…Based on the study of Palouzian and Hosseini (2016), there is a positive and significant relationship between the individuals, who have citizenship behaviours and organizational effectiveness. And these employees are aware about the importance of the customer satisfaction.…”

“…And these employees are aware about the importance of the customer satisfaction. Additionally, Palouzian and Hosseini (2016) noted that buyer's satisfaction leads to customer loyalty, "Therefore in order to acquire loyal customers, first managers should focus on internal organizational effectiveness to foster employee performance" that in turn increase employee citizenship behaviour.…”