Asia Pacific Journal of Tourism Research · 2013 · 103 citations · 76 references
ManagementHospitality ManagementOrganizational BehaviorBrand ManagementEmployee EngagementHotel ManagementCustomer EngagementCustomer SatisfactionHotel Human Resource ManagementHotel MarketingInternal MarketingService Employee BehaviorSocial Exchange ModelsSocial Exchange Processes
Internal branding is widely recognized as a key strategy in the service industry. This study investigates how internal branding can enhance job satisfaction and employee loyalty in service organizations. Using social exchange theory, the authors developed a model linking internal branding, employee engagement, job satisfaction, and loyalty, and tested it with a survey of South Korean hotel employees. The results show that internal branding boosts employee engagement, which fully mediates its effect on job satisfaction, underscoring engagement as a critical pathway.
The concept of internal branding is well accepted in the service industry. This study examines how internal branding helps service organizations achieve desirable outcomes such as job satisfaction and employee loyalty. The model is developed based on social exchange theory and considers the relationship among internal branding, employee engagement, job satisfaction, and employee loyalty. The model is tested on service employees of hotels in South Korea using a survey method. The study finds internal branding is critical for employees to be engaged with the job and the organization and employee engagement fully mediates the relationship between internal branding and job satisfaction. Several implications are discussed.
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