دانلود مقاله ISI انگلیسی شماره 44961
عنوان فارسی مقاله

محرک های انگیزشی که کارکنان را برای دفاع از برند مهمانداری تشویق می کند

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
44961 2015 12 صفحه PDF سفارش دهید 11070 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Motivational drivers that fuel employees to champion the hospitality brand
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : International Journal of Hospitality Management, Volume 44, January 2015, Pages 58–69

کلمات کلیدی
مدیریت برند - قهرمانان برند - انگیزه طرفدار برند - انگیزش درونی کار - عملکرد برند کارمند
پیش نمایش مقاله
پیش نمایش مقاله محرک های انگیزشی که کارکنان را برای دفاع از برند مهمانداری تشویق می کند

چکیده انگلیسی

Many hospitality organizations have recognized the significance of having strong brands in the marketplace. Given that customers’ brand experiences are greatly affected by frontline service employees, it is crucial that service employees are capable and motivated to transform brand promises into brand realities. This study seeks to build on the emerging Internal Brand Management (IBM) research, by examining employees’ internal drive to go above and beyond their formal job requirement to benefit the brand. Based on motivation theories and the empirical data from 202 hotel employees, we examined the impact of employees’ pro-brand motivation (an internal motivation that is engendered from extrinsic stimuli) and their intrinsic motivation to work on their brand performance. In particular, we identified two significant motivational drivers for employees’ pro-brand motivation namely, employee perceived brand meaningfulness and employee perceived brand value fit. Based on the synergy between employee pro-brand motivation and intrinsic motivation to work, we further proposed an Employee Brand Motivation Matrix reflecting four types of employee motivation that underpins the rationale for employee brand performance. Organizations can use this matrix as a diagnostic tool to segment their workforce, gaining a true appreciation for the extent to which their workforce is willing and able to champion the brand.

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