A Study On The Impact Of Employee Brand Internalization On Service Brand Equity In Commercial Banks

Under the backdrop of rapid development of information technology and intensified competition, the commercial banks in China are facing more and more challenges. Facing the status of the cut-throat homogeneity competition in domestic banking industry, the generally low service efficiency, the single source of bank profits etc., How to make commercial banks in China obtain sustainable and unique competitiveness in the fierce domestic competition, to enhance the commercial bank service brand assets of commercial banks in China, is one of the important tasks in the future development of domestic commercial banks.The commercial bank is the enterprise which provides financial services as its main management content. Because of the inseparability of services and products, the management and enhancement of the service brand equity in commercial banks is ever more special. The previous research of service brand equity was concentrated in financial and consumer level, which paid less attention on the impact of enterprise brand construction on brand equity. With the development of the service profit chain theory, the research on service brand equity has gradually formed a combination of the brand internalization theory, and has developed a new research direction and development trend.Based on the service profit chain theory, internal marketing theory and service brand equity theory, the present thesis combined the staff brand management with customer relationship management, the present research takes customer satisfaction as the intermediary variable to explore the effect of commercial bank employee brand internalization on service brand equity, and made an investigation of commercial bank service brand equity from a balanced perspective.Based on reviewing the commercial bank service brand, employee brand internalization, service brand equity and customer satisfaction review summarize on both at home and abroad, the present thesis puts forward the definition and dimensions of each variable for the study. To clarify the correlation between the variables, the present thesis builds the “employee brand internalization-customer satisfaction-service brand equity”model for commercial banks, and puts forward the research hypothesis. At the same time,in the form of questionnaire survey, this study research the commercial bank customers of Guangxi, Jiangxi, Guangzhou, using SPSS20.0 for analysis of survey data to verify the hypothesis and model.The study draws the following conclusions: Firstly, employee brand internalization has a positive effect on customer satisfaction and service brand equity. Secondly, customer satisfaction plays a mediating role between employee brand internalization and service brand equity of commercial banks. According to the results, the present thesis makes the following service brand management advice of commercial banks: build integrity service brand strategy, strengthen employees’ brand knowledge, establish the brand promise of employees, and to prevent employee brand sabotage.