https://scholars.lib.ntu.edu.tw/handle/123456789/625747
標題: | Service Employees as Brand Champions: The Effects of Service Employees’ Branding Behaviors on Brand Outcomes | 作者: | JIUN-SHENG LIN Lin C.-Y Chou E.-Y. |
關鍵字: | Brand Image; Courteous Behavior; Customer Satisfaction; Service Employee; Service Firm | 公開日期: | 2016 | 起(迄)頁: | 817-820 | 來源出版物: | Developments in Marketing Science: Proceedings of the Academy of Marketing Science | 摘要: | 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. |
URI: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85125258236&doi=10.1007%2f978-3-319-24184-5_198&partnerID=40&md5=49a90dd808c8fadc80081919b0cf4d07 https://scholars.lib.ntu.edu.tw/handle/123456789/625747 |
ISSN: | 23636165 | DOI: | 10.1007/978-3-319-24184-5_198 |
顯示於: | 國際企業學系 |
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