Service Employees as Brand Champions: The Effects of Service Employees’ Branding Behaviors on Brand Outcomes

Jiun Sheng Chris Lin, Cheng Yu Lin, En Yi Chou

研究成果: 書貢獻/報告類型篇章同行評審

摘要

In an era of rapid development and growth of service industries, both researchers and practitioners have recognized that employee performance plays a critical role in the success of a service brand (Berry, 2000; Brakus et al., 2009; Keller, 2001; O’Cass and Grace, 2004). Indeed, customers’ perceptions of a service brand often depend on the behavior of frontline employees (Berry, 2000; Keller, 2001; Morhart et al., 2009; O’Cass and Grace, 2003). Therefore, the role of frontline employees in ensuring organizational brand perceptions and outcomes is of particular importance for service firms (Berry, 2000; O’Cass and Grace, 2003).

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主出版物標題Developments in Marketing Science
主出版物子標題Proceedings of the Academy of Marketing Science
發行者Springer Nature
頁面817-820
頁數4
DOIs
出版狀態已出版 - 2016

出版系列

名字Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN(列印)2363-6165
ISSN(電子)2363-6173

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