Service Employees as Brand Champions: The Effects of Service Employees’ Branding Behaviors on Brand Outcomes
Journal
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Pages
817-820
Date Issued
2016
Author(s)
Abstract
In an era of rapid development and growth of service industries, both researchers and practitioners have recognized that employee performance plays a critical role in the success of a service brand (Berry, 2000; Brakus et al., 2009; Keller, 2001; O’Cass and Grace, 2004). Indeed, customers’ perceptions of a service brand often depend on the behavior of frontline employees (Berry, 2000; Keller, 2001; Morhart et al., 2009; O’Cass and Grace, 2003). Therefore, the role of frontline employees in ensuring organizational brand perceptions and outcomes is of particular importance for service firms (Berry, 2000; O’Cass and Grace, 2003). © 2016, Academy of Marketing Science.
Subjects
Brand Image; Courteous Behavior; Customer Satisfaction; Service Employee; Service Firm
Type
book part