Service brand equity : the linkage between internal and external branding | |
| Author | Narumon Kimpakorn |
| Call Number | AIT Diss. no.SM-07-07 |
| Subject(s) | Brand name products Hotels--Employees |
| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy |
| Publisher | Asian Institute of Technology |
| Abstract | The purpose of this study is to construct an employer brand equity framework and to demonstrate the relationship between employer brand equity to customer based brand equity in Thai luxury hotels. While the employee is core to service brand equity theories, little is known about what characterizes an effective employee. This study attempts to uncover this unknown. Variables of employee brand equity and customer based brand equity were derived from the literature and qualitative research. In order to assess the feasibility of the constructs, the research methodology was specifically designed for two sequential parts, including qualitative and quantitative data collection. To examine concepts in the context of service business, assess the feasibility of the construction of employer brand equity and develop measurements for the concept, semi-structured in-depth interviews were conducted with hotel administrations, and academicians. Focus group interviews were conducted with luxury hotel staff, and luxury hotel customers to generate a pool of items for measuring each concept specific to the luxury hotel context. Quantitative research was used in a survey questionnaire for hotel employees and customers. Reliability and validity of measurement and effectiveness of the questionnaire structure was examined through expert opinions and a pre-test procedure conducted with leading luxury hotels' staff and customers. These variables were tested for reliable constructs through the multi variance analysis, and for significant relationships through bivariate correlations analysis and stepwise regression analysis. Findings endorse the importance of espousing a vision containing reference to employee brand equity and customer based brand equity. The overall employer brand equity significantly enhanced the overall customer based brand equity in the target hotel industry. Connecting customer brand as perceived by employees and brand knowledge is an actionable framework for improving service brand equity. When attempting to establish definite equity from the customers' viewpoint, luxury hotels should consider brand awareness, perceived quality, brand differentiation, core and facilitative service brand association, brand trust, and brand relationship. In order to increase the level of employer brand equity, the major strategic and operational emphasis of hotel management must be placed on the functionality of brand and job knowledge, customer brand as perceived by employees, brand assimilation, and brand commitment. |
| Year | 2007 |
| Type | Dissertation |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Dimmitt, Nicholas J. |
| Examination Committee(s) | Tocquer, Gerard ;Vatcharaporn Esichaikul ;Sununta Siengthai ;Patterson, Paul |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2007 |