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论文编号：	1511
作者编号：	1120050710
上传时间：	2009/6/23 20:34:33
中文题目：	服务品牌员工内化影响因素整合研
英文题目：	An integrated study on the det
指导老师：	白长虹
中文关键字：	服务品牌内化;品牌领导;品牌培训
英文关键字：	Service Brand Internalization;
中文摘要：	世界上任何角落的服务企业都应该在员工提供期待的品牌服务之前，建立与之相匹配的真诚的体验和关系，这一过程映射为服务品牌内化过程，员工是服务品牌内化的核心和关键。有关服务品牌内化的理论研究发展到以员工为核心的服务品牌内化阶段，本研究称之为服务品牌员工内化阶段。然而，迄今对于服务品牌员工内化及其影响因素仍没有达到共识，在现有研究文献中存在着两大主流，一是社会认知范式，一是服务营销范式。遗憾的是，学者之间存在着许多不同乃至相冲突的理论观点或实证结果，这无疑会给品牌管理实践带来消极影响。 本研究以员工为焦点，整合了社会认知和服务营销的双重观点，将企业外在的管理手段与员工自身的心理转化相结合，探讨了多条路径对服务品牌员工内化可能的影响。这种视角有利于理解服务品牌员工内化的动态性机理，有助于达成可能的共识。 在研究设计中，本研究采用了质化研究与量化研究整合为一体的三角检定法，以便对研究发现进行交叉验证，增强研究结果的稳定性。一方面运用案例研究归纳服务品牌员工内化的概念、萃取相关的影响因素、建构整合研究模型并提出研究假设；另一方面运用调查分析开发设计各变量量表、预调研修正量表、正式调研验证模型假设并提出管理建议。 案例研究是在专家意见的基础上，对四家不同行业的服务企业进行了跨案例设计和分析，以内容分析为主线，结合多种证据分析方法得到了跨案例的典范模型；正式调查分析是在保险和银行两个不同服务业中进行的，两个行业各发放问卷200份，分别回收有效问卷189份和182份，考虑到数据分布和样本规模等问题，本研究采用了基于PLS而不是LISREL的结构方程模型分析。 论文研究主要得到以下结论： 第一，案例研究提炼出服务品牌员工内化的概念与维度，挖掘出品牌领导、品牌培训、品牌沟通、品牌激励、心理契约、品牌认同等六个影响因素，并建构了服务品牌员工内化影响因素整合研究模型。六个前置因素中前四个来自于企业路径，后两个来自于员工路径。 第二，调查数据分析结果显示，除品牌领导与品牌认同、品牌激励与心理契约之间的影响关系不显著外，整合研究模型基本均得到了实证支持。特别是，研究模型在保险和银行两个行业的验证得到了基本一致的结论，证实了整合研究模型在一般服务业中具有一定的普适性。 第三，研究发现，来自员工路径的两个变量对服务品牌员工内化有直接的影响关系。心理契约对品牌认同的影响关系在两个行业均通过了验证；心理契约对服务品牌员工内化在银行业、品牌认同对服务品牌员工内化在保险业的影响关系均通过了验证；心理契约对服务品牌员工内化在保险业、品牌认同对服务品牌员工内化在银行业的影响关系也部分通过了验证。 第四，研究发现，来自企业路径的四个变量对服务品牌员工内化有间接的影响关系。品牌沟通通过心理契约、品牌激励通过品牌认同对服务品牌员工内化的影响关系在两个行业均通过了验证；品牌领导通过心理契约在银行业、品牌培训通过品牌认同在银行业、品牌沟通通过品牌认同在保险业对服务品牌员工内化的影响关系均通过了验证；品牌领导通过心理契约在保险业、品牌培训通过心理契约在保险业对服务品牌员工内化的影响关系也部分均通过了验证。 第五，独立样本T检验发现，保险业员工和银行业员工在对研究模型中品牌沟通和品牌激励两个概念的评价上存在显著性差异，这证实了行业特征这一控制变量对研究模型的调节作用；保险业中不同职位的员工在对品牌领导和品牌认同两个概念的评价上也存在显著性差异，这证实了个人特征这一控制变量对研究模型有调节作用。
英文摘要：	Service firms all over the world should set up corresponding sincerely experience and relationship before employees deliver expecting brand service, which reflects the process of service brand internalization. Employees are the key of this process. And the recent theoretical research on the service brand internalization turns to the phase of employees-centralized. This dissertation defines it as a process of employee engagement in service brand internalization. However, related research on employee engagement in service brand internalization and its influential factors doesn't reach unanimous agreement. Although the main thoughts in the current academic references contain Social Cognition paradigm and Service Marketing paradigm, there are many other different or even contradict results in the theoretical and empirical research, inducing negative effect on the brand management practice. Focused on the employee, this study integrates the main theories of Social Cognition paradigm and Service Marketing paradigm, combines the external management tools of service industry with the psychological change of employees, and discusses the influence of multi-routine on employee engagement in service brand internalization. The perspective in this dissertation can help to understand the dynamic mechanism of employee engagement in service brand internalization and to achieve the common sense. In the research design, the author utilizes triangulation methodology integrating qualitative and quantitative research, so as to carry out the cross-validation and keep the stability of the results. On one hand, based on the case studies, this dissertation makes the definition of the employee engagement in the service brand internalization, figures out the key influential factors, established a integrated research model and makes assumptions; on the other hand, it designs a series of scales for variables and preparative investigation and a validation model for formal investigation, moreover it also provides several management suggestions. Based on expert opinion, the case study makes cross-case design and analysis of four firms in different service industries. The dissertation achieves a typical model of cross-case by utilizing content analysis taken as a main line and multiple evidence analysis; the formal analysis is focused on two different service industry which are banking and insurance. A total of 200 questionnaires were handed out respectively, 189 and 182 valid questionnaires were received separately. Given the distribution of data and sample size, the data was analyzed by PLS but not LISREL. The major conclusions are as follows: Firstly, the concept and dimensions of employee engagement in service brand internalization are set up based on the case study, and six influential factors are figured out, including brand leadership, brand training, brand communication, brand motivation, psychological contract and brand identification. Based on it, the dissertation forms an influential factors integrated model where the first four factors come from the perspective of the firm, and other two come from the employee. Secondly, the result shows that the integrated model is proved, except that the relationship between brand leadership and brand identification, brand motivation and psychological contract are not significant. One thing should be concerned that the tested results of the model from banking and insurance are consistent, indicating that the integrated model is universally applicable for various service industries. Thirdly, this research finds that the two factors from the perspective of the employee have a direct influence on employee engagement in service brand internalization. The influence of psychological contract on brand identification is tested in the two industries; meanwhile, the similar influence of psychological contract on employee engagement in banking, and that of brand identification on employee engagement in insurance are also tested respectively; besides, the influence of psychological contract on employee engagement in insurance, and brand identification on employee engagement in banking are tested partially. Fourthly, according to the study, the four variables from the perspective of the firm have an indirect influence on employee engagement of service brand internalization. In the two service industries, the similar influence of brand communication on employee engagement through psychological contract, and that of brand communication on employee engagement through psychological contract are tested; meanwhile, the influence of brand leadership, in banking, on employee engagement through psychological contract, and brand training on employee engagement on employee engagement through brand identification in banking, and brand communication, in insurance, on employee engagement through brand identification are also tested; besides, the influence of brand leadership, in insurance, on employee engagement through psychological contract, and brand training, in insurance, on employee engagement through psychological contract are partially tested. Fifthly, independent t-test shows that there is a significant difference about the evaluation of employees between banking and insurance on brand communication and brand motivationof the model, indicating the moderating effect of the industry nature on the model; moreover, the evaluation of the employees of insurance on brand leadership and brand identification are significant different, showing that there is a moderating effect of individual nature on the model.
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