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论文编号：	5214
作者编号：	1120100764
上传时间：	2013/6/5 13:02:19
中文题目：	服务品牌内化：概念、测量及其对服务品牌资产的影响
英文题目：	Services Brand Internalization: Definition, Measurement, and Influence on Services Brand Equity
指导老师：	白长虹
中文关键字：	服务品牌，一线服务员工，服务品牌内化，服务品牌资产
英文关键字：	Services Brand, Frontline Service Employees, Services Brand Internalization, Services Brand Equity
中文摘要：	学术界对品牌的研究始于20世纪早期，时至今日，品牌理论经历了单个产品导向、价值导向、关系导向、利益相关者导向四个阶段。在品牌的演化过程中，品牌越来越从一个“有形-静止”组合向“无形-动态”组合演进。同时，顾客的消费由“目的消费”转向“过程消费”，由强调“生理消费”转向强调“心理消费”，由重视“机能价值”转向重视“情绪价值”。这为服务品牌理论的发展奠定了基础，服务品牌日益成为企业重要的营销手段和长期的竞争优势。时至今日，无论是在实践还是理论上，服务品牌的有关议题都取得了蓬勃发展。在实践上，各行各业都涌现出了一些成功的服务品牌，例如，酒店行业的文华东方酒店(Mandarin Oriental)、银行业的汇丰银行(HSBC)、休闲行业的迪斯尼(Disney)等。Interbrand公司联合商业周刊所发布的全球最佳品牌中，服务品牌的数量逐年增加。在理论上，服务品牌研究始于20世纪80年代，2000年以后呈现爆发式增长。当前，服务品牌研究涵盖了四个研究主题：服务品牌的概念及模型、基于顾客的服务品牌、服务品牌内部管理、服务品牌外部传播研究。美国亚利桑那州立大学服务领导中心识别了服务科学的优先研究主题，其中涵盖了通过接触点塑造一致的品牌体验、实现有效销售以及界定销售人员的新角色、在员工和品牌间建立更为密切的关系等。服务品牌在本质上是与组织或个体服务提供者所提供的未来体验的性质有关的承诺，它与产品品牌在概念化原则上一致，但在执行上有明显差别。服务品牌强调顾客体验、员工角色和一致性，但是，服务企业往往仅关注顾客视角的服务品牌，忽略了一线服务员工的重要性，从而罹患服务营销近视症。克服服务营销近视症，一线服务员工要先于顾客理解、认同并内化服务品牌，他们要将品牌愿景、品牌关系、品牌文化、品牌个性内化为自己的内在信念，并进一步“活出品牌”。本文在回顾服务品牌、内化及服务品牌内化理论来源的基础上，综合文献研究、案例资料及学者访谈，界定了服务品牌内化的概念及关键命题。服务品牌内化是指员工个体受组织环境的熏陶、品牌传导者的感召和品牌活动的引导，不断将外在于自身的服务品牌识别(Services Brand Identity)融入自我的品牌意识中，形成自己内在的品牌信念，并通过自觉的行为，实现服务品牌对顾客明确的或隐含的品牌承诺。服务品牌内化包括几个关键命题：服务品牌内化包括主体、客体和中介三个要素；是一个多层次的过程；其最终结果不仅仅是形成员工的“内在精神结构”，而且要表现出具体的品牌行为；服务品牌内化要处理好多个界面的关系；员工对服务品牌的内化与品牌的外部传播并不矛盾，而是相互统一的过程；员工和顾客的品牌知识均来自于同一个服务品牌识别，但是，员工的品牌知识是一种隐性知识，这凸显了服务品牌内化的复杂性；服务品牌内化尤其强调一线服务员工的重要性，他们会表现出积极的或消极的品牌行为，服务品牌内化的最终目的就是抑制消极行为，促成组织期望的品牌行为。本研究还比较了服务品牌内化与内部营销、内部品牌化、公司品牌化、雇主品牌化以及企业文化的区别。服务品牌内化与这些概念的显著区别是：首先，服务品牌内化的一个重要前提是，在内化开始之前，内化对象或客体即服务品牌识别已经存在，如果这一客体不存在，内化活动也就无从谈起。而内部营销和内部品牌化并不以这一客体的存在为前提；其次，服务品牌内化重点关注一线服务员工与服务品牌的关系；第三，服务品牌内化尤其强调员工的主动性，个体主动性是内化的关键特征，也与动机内化理论一致，而且符合当今积极组织行为学及服务主导逻辑的研究主流。而在其它概念中，员工是处于一个“被管理”的地位，是一种被操作性资源，在服务品牌内化情形中，员工是一种操作性资源。在服务品牌内化的概念及关键命题的基础上，本研究综合演绎法和归纳法产生初始项目池，确定了初始维度，并采用定性和定量方法确保内容效度，运用5点利克特量表，针对酒店业、金融业和通信行业的一线服务员工收集数据(411份)，通过探索性因子分析(EFA)发现，服务品牌内化是一个多维度构念，包括品牌知识、品牌情感、品牌责任感、品牌推进和助人行为五个维度，共计21个测量项目。接下来以21个项目重新收集数据(227份)，进行验证性因子分析(CFA)，研究发现，测量模型具有很好的总体和内在质量，服务品牌内化各维度具有很好的收敛效度和区别效度，并且它是一个二阶构念。总之，服务品牌内化量表具有理想的心理测量属性。考虑到一线服务员工是一类跨边界工作者，经常面临较高的角色压力，本研究开发的21个项目的量表非常简短，不会给一线服务员工造成额外的角色压力，有助于收集到较高质量的数据。概念的生命力不仅体现在其边界是否清晰，而且体现在概念能否预测特定的结果，因而本研究还检验了服务品牌内化的法则效度。本研究引入顾客服务体验、顾客满意和服务品牌资产作为效标变量，根据服务利润链、内部营销与外部营销关系、内部品牌管理理论，提出了服务品牌内化影响服务品牌资产的研究模型。基于员工和顾客的匹配数据(员工227份，顾客454份，一位员工与两位接受其服务的顾客匹配)，本研究实证发现，服务品牌内化能够显著影响顾客的服务体验、满意和服务品牌资产。对影响效应分解后发现，服务品牌内化对服务品牌资产的直接影响和间接影响大致相当。法则效度证实了服务品牌内化这一构念的学术价值。
英文摘要：	The meanings of brand and branding have been evolving over the past several decades. The brand logic has experienced four eras: individual goods-focus brand era, value-focus brand era, relationship-focus brand era, and stakeholder-focus brand era. During this evolution process, branding has shifted from the “tangible-stable” to “intangible-dynamic”, this trend is remarkably consistent with the characteristics of services brand. With the development of economy and society, the consumption patterns of consumers shift from outcome orientation to process orientation, from physiological consumption to psychology consumption; consumers have gradually focused on the emotional value instead of the functional value. As a result, services brand becomes a vital marketing tool and an important source of long term competitive advantage for companies. Up to this day, the topics on services brand flourished both in practice and in theory. In practice, many successful services brand emerge in many service industries, for example, the Mandarin Oriental Hotel in hotel industry, HSBC in banking industry, AT & T in communication industry, and so on. According to The Best Global Brands Report released by Interbrand and Business Week, the number of famous services brands increases year by year. In theory, a lot of research has been published in the brand marketing literature since 1980s, especially after the year 2000. These topics cover four main areas: the concept and model of services brand, services branding model from the customer perspective, internal services brand management, and external brand communication. Arizona State University’s Center for Services Leadership identified several research priorities in services science, with the following topics are most relevant to this paper: developing consistent brand experiences across touch points, achieving effective solution selling and defining the new role of the service employees, forging closer relationships between employees and the services brand). A services brand is essentially a promise about the nature of a future experience with an organization or individual service providerThe principles of services and goods branding are most similar at the brand’s conceptual level; whereas, their execution may require different emphasis in the approach. Services brand especially emphasis on customer experience, role of employees in shaping customer experience, and consistency among many elements. However, many service firms mainly focus on branding from the customer perspective, overlooking the importance of frontline service employees, as a result, they suffer services marketing myopia. In order to avoid this problem, the frontline service employees should understand, identify with and internalize the services brand firstly prior to customer, they should internalize the services brand vision, relationship, culture and personality as their own values, and living the brand. Based on the comprehensive literature review, case study and expert interview, using the content analysis method, this paper developed the definition of services brand internalization (SBI): with the cultivation of organizational environment, calling of brand advocator, and instructed by brand activities, the organization individuals continually accept the external services brand identity (i.e. brand vision, brand culture, brand relationships and brand personality) as their own internal ideas, and form their internal brand beliefs, through their conscious activities, to meet the explicit and/or implicit brand promise to customers. This definition can be divided into several fundamental propositions: SBI consists of subject, object and medium elements; SBI is a multi-layered process; its ultimate result is not only the formation of the employees “inner spiritual structure”, but also their brand-specific behaviors; the process of SBI should attach great importance on every interfaces; SBI is not conflicted with external brand communication, on the contrary, they are a mutual fusion process of unity; though the employees and customers knowledge about services brand are originate from the same services brand identity, the employees knowledge is a kind of implicit knowledge; SBI especially emphasis on the importance of frontline service employees, it aims to restrain their negative behaviors, and encourage and reinforce their positive behaviors. The study also compared the differences between SBI and internal marketing, internal branding, corporate branding, employer branding, and organizational culture. The main differences are: firstly, services brand identity must be established prior to the internalization activities, which is the most important prerequisites for SBI, while internal marketing and internal branding are not so. Secondly, SBI mainly focus on the role of frontline service employees. Thirdly, SBI especially stresses on the personal initiative of employees, which is an important characteristic of internalization, and in line with the mainstream of positive organizational behavior and service-dominant logic. While in the other five concepts, the employees are considered as operand resources, and are placed on a “be managed” position, on the contrary, employees are identified as operant resources in SBI. Based on the definition and fundamental propositions of SBI, both inductive and deductive methods were employed to generate initial item pool, and the six initial dimensions were classified, qualitative and quantitative methods were used to verify the content validity. A quantitative research design was employed to gather primary data with 411 frontline services employees working in the service sector, especially in hotel, financial and communication industries. Following a series of pretests and a pilot study, an exploratory factor analysis (EFA) was used to explore the dimensions of services brand internalization. The result of EFA revealed that SBI is a multidimensional construct, which consists of brand knowledge, brand affection, brand responsibility, brand advancement and helping behavior, the scale includes 21 items. The internal consistency was acceptable. Then, confirmatory factor analysis (CFA) with a new sample helped verify the exploratory factor structure and establish the psychometric properties of the scale. These analyses find support for a SBI scale comprising of five dimensions. The CFA indicated that convergent validity and the disctiminant validity of the quality indicators achieve an acceptable level. Besides, SBI is a second order construct. As we know, frontline service employees are a group of typical boundary-spanners, they often face high level role stress, so the 21 items of the short version of the SBI scale is very necessary to obtain high quality data. The final empirical assessment of the validity of the SBI Scale was to investigate how it performed nomologically. Although the theory relating to SBI remains largely untested and ambiguous, the literature, such as service profit chain, internal marketing and internal brand management, does predict a number of consequences of SBI. In testing the nomological validity of the SBI scale, this study investigates three consequences of SBI identified from the previous literature. These are service experience, customer satisfaction, and services brand equity. Based on the employees and customer data, a structure equation modeling (SEM) was conducted to determine the extent to which the SBI predict these customer outcomes. The results indicate that SBI has a significant impact on the predicted customer outcomes, the direct and indirect influence of SBI on services brand equity are roughly equivalent, supporting the nomological validity of the construct.
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