Employee Branding And Service Quality: The Moderating Effect Of Employeesâ€™ Role Behavior
Keywords:Employee branding, service quality, employees' role behavior, Malaysia
The purpose of this study is to identify relationship between employee branding and service quality as well as the moderating effect of employeesâ€™ role behavior on the employee branding-service quality relationship. It presents the findings from a questionnaire survey of 370 shoppers in one of the shopping complex located at Southern region of Malaysia. The results of hierarchical multiple regression analysis revealed that there is a significant moderating effect of employeesâ€™ role behavior on the employee branding-service quality relationship. The findings may be useful in designing customer retention strategies that are related to the retailing business.Â Implications, limitations of study and suggestions for future study are also explored.
Aaker, D. A. (1992). Strategic Market Management. Wiley: New York, NY.
Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34, 347â€“357.
Aaker, J. L. (1999) The Malleable Self: The Role of Self Expression and Persuasion. Journal of Marketing Research, 26, 45â€“57.
Adam, A. and Henriksson, N. (2006). Integrating Brand Portfolio Strategy with Business Strategy. Working paper, Royal Institute of Technology, Sweden.
Aldrich, H. and Herker, D. (1977). Boundary Spanning Roles and Organization Structure. Academy of Management Review, 2(2), 217â€“230.
Amine, A. (1998). Consumers' True Brand Loyalty: The Central Role of Commitment. Journal of Strategic Marketing, 6, 305â€“319.
Barrett, R. (1998). Liberating the Corporate Soul. Butterworth-Heinmann: Oxford.
Bateman, T. S. and Organ, D. W. (1983), Job Satisfaction and the Good Soldier: TheRelationship between Affect and Employee "Citizenship". Academy of Management Journal, 26(4), 587â€“595.
Bettencourt, L. A. and Brown, S. W. (2003). Role Stressors and Customer-Oriented Boundary-Spanning Behaviors in Service Organizations. Journal of the Academy of Marketing Science, 31(4), 394â€“408.
Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V.A. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioural Intentions. Journal of Marketing Research, 30, 7â€“27.
Brief, A.P. and Motowidlo, S. J. (1986). Prosocial Organizational Behaviors. Academy of Management Review, 11(4), 710â€“725.
Carol, P. (2007). Employee Brand Engagement: Itâ€™s Not a Mythâ€”Happy People Make Happy Businesses. (April 11, 2007). Knowledge@Emory. Available at http://knowledge.emory.edu/article.cfm?articleid=1039.
Catherine, C., Rob, L., Haiyan, K. (2009). How Does Employeesâ€™ Branding and Employeesâ€™ Behavior Influence Hotel Service? Commonwealth Honors College Theses and Project.
Cronin, J. J, Jr. and Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56, 55â€“66.
Dawkins, P. M. and Reichheld, F. F. (1990). Customer Retention as a Competitive Weapon. Directors and Boards, 14(4).
De Chernatony, L. (2001). From Brand Vision to Brand Evaluation. Butterworth Heninemann: London.
De Chernatony, L. and McDonald, M. (1998), Creating Powerful Brands in Consumer Service and Industrial Markets. Butterworth-Heinemann: Oxford.
Ganesh, J., Arnold, M. J. and Reynolds, K. E. (2000). Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers. Journal of Marketing, 65(3), 65â€“87
Harquail, C. V. (2005). Employees As Animate Artifacts: â€˜Wearing the Brandâ€™â€, in A. Rafaeli and M. G. Pratt (eds), Artifacts and Organizations: Beyond Mere Symbolism, 161â€“180. Mahwah, NJ: Lawrence Erlbaum Associates.
Heskett, J., Jones, T. O., Loveman, G. W. and Schlesinger, L. A. (1994). Puttting the Service-Profit Chain to Work. Harvard Business Review, 72(2), 164â€“174.
Hill, R. (1998). What Sample Size is â€œEnough: in Internet Survey Research? Interpersonal Computing and Technology: An Electronic Journal for the 21st Century, 6(3-4), 1â€“10.
Ind, N. (2001). Living the Brand: How to Transform Every Member of Your Organization into a Brand Champion. Kogan Page: London.
Jones, T. O. and Sasser, W. E. (1995). Why satisfied customer defect. Havrad Business Review, 73(6), 88â€“99.
Keating, B., Rugimbana, R. and Quazi, A. (2003). Differentiating between Service Quality and Relationship Quality in Cyberspace. Managing Service Quality, 13(3), 217â€“32.
Khan, N. U. (2014). Examining the Moderating Role of Self-monitoring in Predicting Employees Speaking Up Behavior at Workplace. Journal Of Management Info, 2(1).
Kotler, P. (1997). Marketing Management: An Analysis, Planning, Implementation and Control. Prentice-Hall: London.
Malhotra, N. K. and Peterson, M. (2006). Basic Research Marketing: A Decision-Making Approach. 2nd ed. New Jersey: Pearson Education, Inc.
Miles, S. J. and Mangold, W. G. (2004). A Conceptualization of the Employee Branding Process. Journal of Relationship Marketing, 3(2/3), 65â€“87.
Miles, S. J. and Mangold, W. G. (2005). Positioning Southwest Airlines through Employee Branding. Business Horizons, 48, 535â€“545.
Minchington, B. (2011). Employer Branding Without Borders â€“ A Pathway to Corporate Success. Journal of Coporate Recruiting Leadingship, 3â€“14.
Mitchell, C. (2002). Selling the Brand Inside. Harvard Business Review, January, 99â€“103.
Organ, D. W. (1988). Organizational Citizenship Behavior: The Good Soldier Syndrome. Lexington MA: Lexington Books.
Parasuraman, A., Berry, L.L. and Zeithaml, V.A. (1990). An Empirical Examination of Relationships in an Extended Service Quality Model. Marketing Science Institute, Cambridge, MA.
Parasuraman, A., Zeithaml, V. and Berry, L.L. (1986). SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality. Report No. 86-108, Marketing Science Institute, Cambridge, MA
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). A Conceptual Model of Service Quality and its Implications for Future Research. Journal of Marketing, 49, 41â€“50.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988). SERVQUAL: A Multi-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12â€“40.
Pringle, H. and Thomson, M. (2001). Brand Spirit. Chicester Wiley.
Qureshi, M. I., Bhatti, M. N., Rasli, A. M., Yasir, M., & Zaman, K. (2014). The Delphi Method for Internationalization of Higher Education in Pakistan: Integrating Theory of Constraints and Quality Function Deployment. Mediterranean Journal of Social Sciences, 5(20), 2702.
Qureshi, M. I., Iftikhar, M., Janjua, S. Y., Zaman, K., Raja, U. M., & Javed, Y. (2015). Empirical investigation of mobbing, stress and employeesâ€™ behavior at work place: quantitatively refining a qualitative model. Quality & Quantity, 49(1), 93â€“113.
Qureshi, M. I., Janjua, S. Y., Zaman, K., Lodhi, M. S., & Tariq, Y. B. (2014). Internationalization of higher education institutions: implementation of DMAIC cycle. Scientometrics, 98(3), 2295â€“2310.
Qureshi, M. I., Khan, A., & Zaman, K. (2012). Structural investigation of service quality in conventional and Islamic banking in Pakistan. Industrial Engineering Letters, 2(2), 11â€“17.
Qureshi, M. I., Rasli, A. M., & Zaman, K. (2014). A New Trilogy to Understand the Relationship among Organizational Climate, Workplace Bullying and Employee Health. Arab Economic and Business Journal, 9(2), 133â€“146.
Rao, S. R. (2009). Evolve Your Brand with Time. Available at http://www.citeman.com/5851-evolve-your-brand-with-time.html.
Reichheld, F. (1996). Learning from Customer Defections. Havard Business Review, 74(2), 56â€“69.
Reichheld, F. and Aspinall, K. (1993). Building High-Loyalty Business Systems. Journal of Retail Banking, 15(4), 219.
Reichheld, F. F and Sasser, W. E. (1990). Zero Defections: Quality comes to Services. Harvard Business Review, September-October, 105â€“111.
Rick, G. (2003). Where Employee Attitudes Meet Brand Equity. The Wise Marketer.
Rousseau, D. (1995). Psychological Contracts in Organizations: Understanding Written and Unwritten Agreements. Thousand Oaks: Sage Publications.
Rubenstein, H. (1996). Brand First' Management. Journal of Marketing Management, 12(4), 269â€“280.
Saha, G. C. and Theingi (2009). Service Quality, Satisfaction, and Behavioral Intentions. A Study of Low-Cost Airline Carriers in Thailand. Managing Service Quality, 19(3), 350â€“372.
Schneider, B. and Bowen, D. E. (1985). Employee and Customer Perceptions of Service in Banks: Replication and Extension. Journal of Applied Psychology, 70, 423â€“433.
Schneider, B., Ehrhart, M. G., Mayer, D. M., Saltz, J. L. and Niles-Jolly, K. (2005). Understanding Organizational-Customer Links in Service Settings. Academy of Management Journal, 48 (6), 1017â€“32.
Simoes, C. and Dibb, S. (2001). Rethinking the Brand Concept: New Brand Orientation, Corporate Communications: An International Journal, 6(4), 217â€“224.
Tsaur, S-H and Lin, Y. C. (2004a). Promoting Service Quality in Tourist Hotels. Tourism Management, 25(4), 471â€“481.
Tsaur, S-H and Lin, Y. C. (2004b). Cultural Differences of Service Quality and Behavioral Intention in Tourist Hotels. Journal of Hospitality and Leisure Marketing, 13(1), 41â€“63
Wong, A. and Sohal, A. (2003). Service Quality and Customer Loyalty Perspective on Two Levels of Retail Relationship. Journal of Service Marketing, 17(5), 495â€“513.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis Of Evidence. Journal of Marketing, 52, 2â€“22.