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论文编号：	402
作者编号：	043083
上传时间：	2008/1/10 8:49:45
中文题目：	服务品牌内化：概念及概念模型研
英文题目：	Service Brand Internalization:
指导老师：	白长虹
中文关键字：	服务企业、服务品牌、内化tl
英文关键字：	service companies service bra
中文摘要：	随着全球服务业的繁荣和服务经济时代的来临，服务企业之间的竞争也日益激烈，而服务企业的品牌是竞争的有力武器之一。强势的服务品牌能有效保障企业的市场地位和持久的竞争力，服务企业也逐步认识到品牌的重要性。 然而已有的研究却没有跟上服务业发展的脚步，目前服务品牌的研究比较少，国内外已有的服务品牌研究是在产品品牌研究的基础上展开的，研究主题也主要集中在服务品牌化、服务品牌策略、服务品牌模型、服务品牌资产、服务品牌建设、消费者与品牌的关系、服务品牌联想等几个方面。 服务不是一种有形的产品，而是一系列活动组成的过程，服务品牌就是在这个过程中被顾客所感知，从而形成品牌形象。服务具有与产品不一样的特征，如服务的无形性、过程性、顾客的参与性等，这些特征决定服务通常少有实体产品做载体，服务更多依赖顾客与企业的互动来完成价值的传递。 越来越多的学者把服务品牌看作一种承诺。这种服务承诺的传递是通过顾客与服务企业的接触完成的，需要员工的优秀表现以兑现承诺甚至超越承诺。成功的服务品牌不仅仅要关注顾客，更需要组织内部全员的参与，理解品牌的价值、将品牌建设与各类员工的工作联系起来，形成一致的内部沟通，最终将品牌价值传递给顾客。 一些学者关注到服务品牌与顾客的互动特征、服务品牌的承诺性质及其实现机制后，开始从服务品牌的内部建设入手研究强势服务品牌的成功之道。我们的研究主题——品牌内化就是学者们提出的一个重要方向。然而，目前对于服务品牌内化的研究还处于起步阶段，一些学者也提出了内化品牌的概念，但没有进行深入、系统地探讨。服务品牌内化的内涵和外延是什么？此概念包括哪些要素？都有待回答，我们带着这样的问题进入案例的研究。 品牌内化已经具有一定的理论基础，本文回溯分析了“内化”的理论渊源，总结和对比了社会学、组织行为理论等多个学科对“内化”问题的研究，针对服务行业的特征，在5个典型案例中深入、系统地描述和提炼了服务品牌内化的现象。 本研究在信息通信、保险、银行和酒店四个不同行业里选取A、B、C、D、E五个知名企业为样本，通过案例研究的方法探索我国服务企业的品牌建设情况，按Eisenhardt（1989）提出的案例研究步骤展开，以跨案例分析寻找异同，由多个调研者组成小组，采用田野研究、内容分析法提出服务品牌内化的概念。 在跨案例研究提出服务品牌内化概念的基础上，深入分析服务品牌内化的内生构成因素，进而构建概念模型，将服务品牌内化的概念具体化和操作化，描述出服务品牌内化的过程。 为在更多的服务企业里验证并修正服务品牌内化的概念模型，本研究对提出的服务品牌内化概念模型进行了操作化，设计量表实施大规模问卷调研，依据问卷调研的数据对概念模型的信度和效度进行检验。 正式调研是在天津、北京、内蒙古呼和浩特、包头、赤峰等城市，从保险、银行、酒店、通信四个行业里分别选择知名度和美誉度较好的企业进行问卷调研。抽样原则遵循分层抽样和目的抽样相结合的原则，每个城市发放给15到35个企业不等，共对147个企业发放882份问卷，回收511份，有效问卷459份，分别来自113个企业（每个企业的有效问卷数为3－6份不等，如果一个企业的回收问卷少于4份并没有管理层填答的问卷，则视为无效样本）。最后通过SPSS11.5软件和LISREL8.53软件进行数据分析，检验了量表的Cronbach α、综合信度c系数、收敛效度和区别效度，均通过检验；同时验证性因子分析也表明，模型的总体拟合情况较好，研究假设基本得到验证。 经过研究，本文得到如下结论： 本研究通过跨案例研究，发现了强势服务品牌企业里存在着相似的服务品牌内化现象。 本研究提出了服务品牌内化的概念：服务企业致力于将品牌理念和品牌承诺植入到员工的意识里，让员工分享品牌理念、参与品牌培育，将企业的品牌承诺体现在每一个员工的工作上，最终在员工的意识和行为上表现出来的过程。 在概念的基础上，本文发展出概念模型，对概念进行了具体化和操作化。最终的模型由品牌识别、品牌培训、品牌沟通和品牌贡献激励、员工参与意识和员工参与行为六个维度构成。 本研究的结论有助于服务企业深入认识服务品牌的特征，服务品牌内化的概念及概念模型为企业建设强势服务品牌提供了管理工具和系统化方法。
英文摘要：	With the flourishing of global service industries and the coming of the service economy era, the competition between service companies are becoming increasingly fierce, therefore brands of the service companies are powerful competition weapons. Powerful brands can keep the companies’ market position and sustainable competence, and service companies gradually realize the importance of their brands. However, existing research does not follow up the development pace of the service industry. Very little literature available on service brands revolves around the study of product brands, mainly focusing on aspects, such as service branding, service brand strategies, service brand models, service brand assets, service brand construction, relations between consumers and brand, and service brand associating. Service is not a tangible product but a process composed of a series of activities, in which service brand is perceived by customers and then forms the brand image. Service has characteristics different from those of products, such as intangibility, process nature, and customer participation. These characteristics demonstrate that service, often without physical products being the carrier, depend more on the interaction between customers and the company to convey value. Ever growing numbers of scholars regard service brand as a commitment. Such service commitment is conveyed through customers’ contact with the company, which needs employees’ excellent performance to keep the and even exceed the commitment. Successful service brand not only needs care about customers but also needs employees’ participation to understand the value of the brand and connect brand construction with their jobs so as to form a consistent internal communication and thus to convey brand value to customers. Consequently, some scholars start from the internal construction of service brand to study the success path of powerful brands. What I attempt to study---brand internalization is one of the important topics proposed by scholars. However, current research on service brand internalization is still in its infancy. Some scholars proposed the concept of internalization brand, but they did not make further study. What is the connotation and extension of service brand internalization? What factors should be included in this concept? These questions are waiting for answers. Hence, I intend to touch on these worthwhile questions with case studies. Based on existing literatures, this dissertation makes an analysis of the theoretical origin of brand internalization, concludes and compares the research on brand internalization in various disciplines, and describes, in response the characteristics of the service industry, the service brand internalization after 5 typical case studies in an in-depth and systematic manner. This dissertation selects 5 well-known companies, i.e., A、B、C、D、E as the sample in the communications, insurance, bank and hotel industries, and explores the brand construction of Chinese service companies through case study. The author conducts the research in the light of the steps of case study proposed by Eisenhardt（1989）, seeks for the difference and similarities with the cross-case study methodology. The author adopts methodologies such as field study and content analysis to propose the concept of service brand internalization and meanwhile constructs a conceptual model. On the basis of the concept of service brand internalization proposed by the cross-case study and in accordance with the methods and steps of case study, this dissertation analyzes the endogenous factors of service brand internalization and constructs a conceptual model to make the concept of service brand internalization specific and operateable and describe the process of service brand internalization. To test whether service brand internalization exists in more companies and modify the conceptual model, this dissertation makes a large scale statistics test of the conceptual model of service brand internalization, and meanwhile tests the structure validity in accordance with the data obtained through the questionnaire investigation. Formal investigation is conducted in Tianjin, Beijing, Hohhot, Baotou, and Chifeng. The author makes a questionnaire investigation into well-known companies with good reputation in the communications, insurance, bank and hotel industries. The sampling is conducted in the principle of a combination of stratified sampling and purposive sampling. The author distributed 15-35 questionnaires to each city, with a total of 882 questionnaires to 147 companies. 511 questionnaires, including 459 effective ones from113 companies, were returned. The number of effective questionnaires from each company is 3-6. If less than 4 questionnaires are returned from one company and the returned questionnaires were not answered by at least one manager, then these questionnaires are considered as ineffective. Through an analysis of the data by SPSS11.5 and LISREL8.53, the author tests the Cronbach α, comprehensive reliability c coefficient, convergence validity, and differentiation validity of the scale, all of which have passed the test. Meanwhile, the validating factor analysis also shows that the model fits well in general, indicating that the hypotheses have been proved. The conclusions are as follows. Through the case study, the author finds that service brand internalization exists in companies with powerful brands. This paper provides the concept of service brand internalization: a process of being dedicated to rooting brand ideas and brand commitment into employees’ awareness to enable employees to share brand ideas, participate in brand nurturing, and making the brand commitment embodied in every employee’s job and ultimately manifested in employees’ awareness and behaviors. Based on the concept, this dissertation has developed a conceptual model and made the concept specific and operateable. The final model is composed of 6 dimensions, i.e., brand recognition, brand training, brand communication, brand contribution incentive, employee awareness participation, and employee participation. The conclusions of this paper will help service companies know service brand deeply, and the concept and conceptual model of service brand internalization will provide service companies with a management tool and systematic method.
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