An examination of the progressive effects of hotel frontline employees’ brand perceptions on desirable service outcomes

Seongseop (Sam) Kim, Peter Beomcheol Kim, Seontaik Kim, Michael Alexander Kruesi

Research output: Journal article publicationJournal articleAcademic researchpeer-review

7 Citations (Scopus)

Abstract

The present study scrutinizes how hospitality firms’ internal branding influences the service performance of frontline employees in a progressive way. More specifically, based on social influence and social exchange theories, this study examines if organizational commitment mediates the link between hospitality frontline employees’ perceptions of brand authenticity (BA) and brand-value fit (BVF) and their service-related behaviors such as generating ideas for service improvement (GISI) and service-oriented citizenship behavior. With a matched sample of 286 customer-contact frontline employees and 33 of their supervisors from five-star hotels in South Korea, this study found that the higher employees’ perceptions of BA and BVF, the more likely they were to generate ideas for service improvement and engage in service-oriented citizenship behavior, as they were more likely to be committed to the firm. Based on the findings, implications are discussed for hospitality practitioners and researchers alike in terms of internal branding with frontline employees.

Original languageEnglish
Article number102334
JournalInternational Journal of Hospitality Management
Volume84
DOIs
Publication statusPublished - Jan 2020

Keywords

  • Brand authenticity (BA)
  • Brand-value fit (BVF)
  • Generating ideas for service improvement (GISI)
  • Hotel frontline employees
  • Organizational commitment
  • Service-oriented citizenship behavior
  • Work attitude and behavior

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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