The attitudinal and behavioral impact of brand-centered human resource management

Abstract

Purpose The purpose of this paper is to investigate the effects of brand-centered human resource management (HRM) on employees’ person–brand fit, brand commitment (BC) and brand citizenship behavior (BCB). In addition, the paper tests effects of BCB on customer satisfaction and citizenship behavior. Design/methodology/approach Data were collected from managers, front-line employees and customers of 22 international tourist hotels in Taiwan. Hierarchical linear modeling was used to investigate relationships between variables. Findings Multilevel results reveal positive connections between brand-centered HRM and BCB, mediated by person–brand fit and BC. Positive relationships were also found between BC and BCB, person–brand fit and BCB; BCB and customer satisfaction; and between customer satisfaction and customer citizenship behavior. Research limitations/implications When employees’ personal values are consistent with brand values, employees will feel a closer connection to the brand and be more willing to dedicate themselves to brand-related activity. The model developed here can be tested in different cultures to ascertain the generalizability of the findings to Western contexts. Practical implications Support is provided for the positive effects of brand-centered HRM when employees internalize brand values as their own personal values. Hotel managers should ensure that employees are highly committed to the brand values and willing to deliver services to customers accordingly. Originality/value The paper provides measurement developments for person–brand fit and BC and deeper understanding of how brand-centered HRM can lead to positive changes in customer behavior.

Moving out of the silo: How service quality innovations can develop customer loyalty in Indonesia’s hotels

“…According to Chiang and Saw (2018), the physical appearance of service employees can increase customer satisfaction and happiness of co-workers. This reinforces the human element of the hospitality industry where the contact personnel is pivotal in shaping the customer experience through people-related factors such as individual attention, helpfulness, courtesy, and promptness that influences perceptions of service quality (Babbar and Koufteros, 2008; Chiang et al, 2018; Goh et al, 2017). In most hospitality settings, the frontline employees are seen as the face of the company brand and are pivotal in shaping customer satisfaction (Hamzah et al, 2017; Wang and Davis, 2008).…”

“…The role of contact personnel is pivotal in shaping the customer experience through people-related factors such as individual attention, helpfulness, courtesy, and promptness that influences perceptions of service quality (Babbar and Koufteros, 2008; Chiang et al, 2018). The contact personnel and physical environment are important elements that control the success of the service delivery process (Halvorsrud et al, 2016; Nguyen and LeBlanc, 2002).…”

“…Interestingly, research has reported the need for customers to perceive more liking from employees in order to have higher levels of trust as the relationship matures (Fatima and Razzaque, 2014). This suggests that interpersonal relationship is the key element in service quality and the creation of joint relationship between the customers and the employees can have a positive effect on customers-with-company relationship (Chiang et al, 2018; Czepiel, 1990). Based on the supporting literature, contact personnel can have significant effect on service quality and relationship quality.…”

Brand Commitment Dan Brand Psychological Ownership Dalam Memediasi Pengaruh Internal Corporate Branding Terhadap Brand Citizenship Behavior

“…Beberapa penelitian ahli telah menunjukan adanya pengaruh internal corporate branding terhadap brand citizenship behavior (Yang et al, 2015;Punjaisri dan Wilson, 2011;King dan Grace, 2012;Chang et al 2012;Nyadzayo et al 2015Nyadzayo et al , 2016Piehler et al 2015Piehler et al , 2016 begitu pula ditemukan adanya pengaruh langsung tidak signifikan antara internal corporate branding terhadap brand citizenship behavior (Garas et al, 2018;Chiang et al, 2017); yang menunjukan adanya Gap Internal. Garas et al (2018) menyatakan bahwa alasan internal corporate branding tidak berpengaruh terhadap brand citizenship behavior disebabkan adanya konflik peran yang dijalankan karyawan, terdapat dua aspek orientasi yaitu; target penjualan (output sales target) dan target perilaku (behavioural target) yang merupakan aspek pendukung dalam kualitas layanan secara interaktif terhadap pelanggan.…”

“…Garas et al (2018) menyatakan bahwa alasan internal corporate branding tidak berpengaruh terhadap brand citizenship behavior disebabkan adanya konflik peran yang dijalankan karyawan, terdapat dua aspek orientasi yaitu; target penjualan (output sales target) dan target perilaku (behavioural target) yang merupakan aspek pendukung dalam kualitas layanan secara interaktif terhadap pelanggan. Saran dari dua penulis Garas et al (2018) dan Chiang et al (2017) bahwa pelu adanya perhatian tentang mekanisme kesesuaian peran yang akan dijalankan oleh karyawan berikut tahapan awal perekrutan hingga bagaimana memberikan pemahaman tentang nilai-nilai brand organisasi.…”