Research On The Influence Mechanism Of Employment Experience On Employee Proactive Customer Service Performance

With the advent of the service economy era,service-oriented enterprises have ushered in a critical period of time and challenge.At a time when product homogenization and innovation are rapidly being copied and replicated,only a strong service brand can gain an advantage in fierce competition.The essence of service brand is to provide high-quality service experience and establish long-term service relationship.The three-dimensional interaction between enterprises,customers and employees is the core of the benign development of service brands.In this process,the role of employees cannot be ignored.Service-oriented enterprises need to more effectively motivate employees and provide more than expected service experience to meet the diverse needs of customers and enhance brand satisfaction and loyalty.How to scientifically carry out the internal construction and management of service brands,thus stimulating the initiative of employee service,has increasingly become the focus of scholars and entrepreneurs.The perspective of the subject research shifts from the enterprise to the employee,and the discussion of the impact mechanism also goes into all aspects of attitudes and behaviors.The purpose of the internal construction of the service brand is to enable employees to internalize the corporate brand and further implement the positive behavior when serving the customer.Internal marketing theory emphasizes that if companies want to satisfy customers,they must first satisfy their employees.Therefore,how to improve the experience satisfaction of internal employees,promote brand internalization,and then stimulate active service behavior has become a topic worth studying.Based on the research background and theoretical basis,this paper puts forward the research proposition of employment experience on employee brand internalization and customer service initiative behavior.After constructing the theoretical model,the questionnaire survey data was analyzed by SPSS19.0 and AMOS21.0 statistical software,and the relationship hypothesis was tested empirically.It is found that the employment experience can promote employee brand internalization and customer service initiative as a whole.Among them,compensation and benefits,management style and teamwork are promoting customer service initiative,salary and welfare,career development,management style and teamwork are positive.Promote employee brand internalization.The employee brand internalization is partially intervened in the employment experience and customer service initiative,and the employee's self-monitoring personality plays a positive role in regulating the main effect.Based on the above research conclusions,this paper puts forward some reference ideas for service-oriented enterprises to build strong brands.First of all,we must fully realize the importance of employees in brand building,stimulate employees' service initiative and enhance customer satisfaction.Secondly,it is necessary to enhance the internalization of corporate brands by providing employees with a good employment experience.Finally,we must pay attention to the inspection of employee personality traits,and cultivate the quality and ability of employees to match the job requirements.