服务品牌内化的概念及关键命题--基于案例研究与学者访谈的结论.pdfVIP

服务品牌内化的概念及关键命题 ——基于案例研究和学者访谈的结论 1 2 1 张辉 ，白长虹 ，牛振邦 (1.南开大学商学院; 2.南开大学旅游与服务学院) 摘要：本研究在文献回顾、案例资料和专家访谈的基础上，基于服务管理学、营销学、社会 学等多个学科视角，对服务品牌内化的概念进行了探索性研究，并提出了服务品牌内化的七个关 键命题。通过研究，理清了服务品牌内化的主体、客体和中介三个要素。研究表明：员工表现出 具体的品牌行为也属于内化的一部分，服务品牌内化要处理好多个界面的关系，它表现为一个多 层次的过程。服务品牌内化尤其强调一线服务员工的重要性，由于员工对品牌具有隐性知识，因 而能够更好地传递品牌对顾客明确的或隐含的承诺。服务品牌内化与外部品牌建设是一个统一的 过程，它们的目的都是促成消费者对服务品牌的良好感知。 关键词：服务品牌；服务品牌内化；一线服务员工；品牌建设 Definition and Fundamental Propositions of Services Brand Internalization Conclusions Based on Case of China Life and Interview of Academic Experts 1 2 1 Zhang Hui , Bai Changhong , Niu Zhenbang (1. Business School Nankai University, Tianjin China, 300071; 2. College of Tourism and Service Management Nankai University, Tianjin China, 300074) Abstract: Based on the literature review, case study and interview of academic experts, employed a multi-disciplinary perspective of service management, marketing and sociology, this paper explores the definition of service brand internalization, and develops 7 fundamental propositions . The subject, object and intermediary of service brand internalization are cleared. This research shows: employees ’ brand-related behavior should be a part of the definition, service brand internalization is a multi -level process, and should deal with several relationships. The definition highlight the role of frontline service employees, their brand knowledge is implicit knowledge, so they can delivery the explicit and implicit brand promise to consumers. Brand internalization and external brand building is a unified process, both of them are aim to shape consumers ’ perception of the service brand. Key Words: servic