The Study Of Influence Mechanism Of Service-oriented Enterprises Employee Loyalty Based On Theory Of Brand Internalization

In traditional opinion, the enterprise marketing and management should take thecustomer and market as the focus research object, stressed by improving the customerto the enterprise product purchase intention to improve the economic benefits ofenterprises. Most of the studies in service brand field are external orientation, stressedthe importance of improving service quality, improve customer satisfaction. But in thepractice of management, service-oriented enterprise managers face the situation areenterprise losing more and more excellent employee, customer complaints aboutservice increasing more and more. Employee recognition of corporate values decline,down to the core meaning of the corporate brand identity can lead to lower staff’sbusiness organization satisfaction and loyalty, This reflected in the work, employeemay be reduce the standards of service quality, and in this case, customer satisfactionis become lower. In academic research, the current researches about service-orientedenterprise employee’s loyalty are mostly from the perspective of human resourcemanagement, explore the effect of organizational trust, organizational commitment,work environment and salary welfare factors on employee loyalty. Less study onservice-oriented enterprise employee loyalty’s influencing factors and mechanism ofaction from the perspective of internal marketing and brand internalization. In thispaper, we take brand internalization theory as the basic theory research, Building theinfluence mechanism model of service-oriented enterprise employee loyalty from theperspective of brand internalization, in order to explore the influence factors ofemployee loyalty, and provide valuable reference and inspiration for academicresearch and management practice.Firstly, based on literature review and summary, we define the key characteristicfactors of service-oriented enterprise brand internalization, brand reputation, internalbrand awareness, brand internal communication, employee satisfaction and leadershiptraits play a key role in service-oriented enterprise brand internalization, meanwhileidentified brand identity and brand loyalty are the key process factors ofservice-oriented enterprise employee brand internalization. In addition research andreviewed the literature about the employee loyalty, these studies lay a theoreticalfoundation for the next research.Secondly, through the analysis of the literature, based on the brandinternalization theory, according to the"cognitive-behavioral-Attitude" theory researchparadigm and internal marketing, brand relationship management research paradigm, building the"characteristic factors of service-oriented enterprise brand internalizationemployee brand internalization-employee loyalty"influence mechanism model of service-oriented enterprise employee loyalty from the perspective of brandinternalization, Based on this model, the paper proposed research hypothesis.Thirdly, through the questionnaire survey, we received498valid questionnaires, using data analysis software, we analyzed and processed the data. Through thecorrelation of variables analysis, reliability and validity test, we confirm the internalconsistency and content validity of sample data, then, by using structural equationmodel to test the hypotheses of the model and the intermediary effect. Test resultsshow that the, in addition to the relationship within the internal brand awareness andbrand loyalty are not significant, five characteristic factors of service-orientedenterprise brand internalization were significantly positive correlation with the brandidentity and brand loyalty, which are the key process factors of service-orientedenterprise employee brand internalization, and brand identity and brand loyalty aresignificantly positively correlated with employee loyalty. In addition, the study alsoconfirmed that employee brand internalization in characteristic factors ofservice-oriented enterprise brand internalization and employee loyalty influencemechanisms play a mediating effect.The end of this paper summarizes the conclusions of the study, clarify thetheoretical contributions and management implications of research results, thenintroduce the lack of research and the outlook of the follow-up study.