The impact of organisational culture on internal branding and employees' job satisfaction : a study of Hainan's international branded hotels

Pao Yue-kong Library Electronic Theses Database

The impact of organisational culture on internal branding and employees' job satisfaction : a study of Hainan's international branded hotels

 

Author: Chen, Xiaying Rose
Title: The impact of organisational culture on internal branding and employees' job satisfaction : a study of Hainan's international branded hotels
Degree: Ph.D.
Year: 2013
Subject: Job satisfaction.
Corporate culture.
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: xv, 273 p. ; 30 cm.
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2652723
URI: http://theses.lib.polyu.edu.hk/handle/200/7233
Abstract: This research investigates the concept of internal branding through a study of employees in international branded hotels in Hainan, China. This study sheds light on their perceptions of organisational culture and job satisfaction while engaged in an internal branding strategy. Amid a lack of previous research this study contributes a solid foundation for internal branding by arguing that the interaction between brand knowledge, brand experience, and brand image form the basis of internal branding. In order to successfully implement internal branding in international branded hotels in Hainan, China, managers should consider the influence of organisational culture and the potential consequences for job satisfaction. This study develops hypotheses about relationships between internal branding, organisational culture, brand knowledge, brand experience, brand image, and job satisfaction. A total of 496 hotel front-line employees completed a survey and structural equation modelling was used to analyse relationships between the discussed constructs. Of the 11 hypotheses, eight were supported, two were partially supported, and one was rejected. The results confirmed that internal branding consists of brand knowledge, brand experience, and brand image. Organisational culture has a strong relationship with internal branding, and internal branding is positively related to employee job satisfaction. The results offer suggestions for practitioners to improve their human resource approaches so that they are in line with their local employees' perceptions of brand knowledge and brand experience. The findings also offer valuable insight into the future brand development of state-owned hotels. This study fills the identified research gaps and recommends that future studies develop specific measurement scales for the constructs to be used in service industries.

Files in this item

Files Size Format
b26527236.pdf 1.941Mb PDF
Copyright Undertaking
As a bona fide Library user, I declare that:
  1. I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
  2. I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
  3. I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.

     

Quick Search

Browse

More Information