Research On The Effects Of Servant Leadership On Employee Job Satisfaction And Brand Internalization

With the increasing competition, more and more hotels have realized the importance of brand building in the market competition. Although many hotels have invested a lot in promoting the products and environment, the customers high expectation of service can not be met, which in turn affect the customers’satisfaction and loyalty. Hotel employees play important roles in delivering the brand values to the customers. Thus, it is important to increase employees’job satisfaction and brand internalization so as to enhance customers’satisfaction.This paper aims to explore the effects of servant leadership on employees’job satisfaction and brand internalization. Based on service profit chain theory, social study theory and social exchange theory, the research model and hypotheses were proposed. Targeting the hotel employees as research population, a total of 312 valid data were collected. All the data were analyzed by structural equation modeling method.The findings indicated that servant leadership contributed positively to job satisfaction and brand internalization. There was positive relationship between job satisfaction and brand internalization. Apart from the direct effect, job satisfaction also mediated the relationship between servant leadership and brand internalization.Theoretically, this study contributed to the literature in twofolds. By examing the relationship between servant leadership, job satisfaction and brand internalization, the research provided some valuable new findings. In addition, this paper also examed the mediation effect of job satisfaction, and the results may enrich the management theory.Practically, the findings may benefit both the hotel managers and hotel employees. It is important to enhance servant leadership by training, job rotation and recruiting. The hotel should provide support to employees so as to enhance their job satisfaction, and retain the qualified workers. Hotels should attach importance to brand internalization. It is important to encourage employees to deliver brand value and service by providing servant leadership. Employees should participate into the brand building of the hotel, which will bring a win-win situation to both hotels and employees.