The Research On SGS's Employee Brand Internalization Effect Of Customer Orientation Behavior

In a market environment marked by increasing homogeneity of products and rapid imitation and copy of innovations,competition among enterprises grows more intense and cruel.In addition to higher requirements for products and prices,the market also shows a high degree of concern over the quality of service which has been elevated to one of the core elements of competition.In this context,it's crucial for services companies to build a strong brand in order to gain competitive advantage in the industry,and in this building process,the employee plays an important role.The strong service brand is realized through the customer-oriented behavior reflected in the interaction between the customer and the employee.For services companies,the internalization of corporate brand has a significant effect on the customer-oriented behavior of the employee.As an integral part of the overall brand equity,the brand internalization has become the emerging subject of service brand management.The brand's external communication is simply to improve customer expectations,so only by rooting the brand value into the corporate brand management behavior from its inside will the company be able to ensure consistency of customer experience and expectations.And internal marketing shouldn't be limited to the work level,but extended to the brand level;brand relationships should focus on the customer as well as the employee.The enterprise should therefore implement comprehensive internal brand marketing and communication to enhance the employee's awareness of the brand and develop good brand relationships.The paper explores the interaction model between the employee and the brand and the mechanism of how it influences the employee's customer-oriented behavior through a case study of SGS.It develops the brand's internal marketing paradigm by taking the employee as the subject of internal marketing and then gives a comprehensive and systematic discussion of the characteristics of the brand internalization of the services enterprise and how they work on customer-oriented behavior.At the same time,the paper analyzes the relationship between brand internalization characteristics,brand internalization,and customer-oriented behavior and conducts an empirical study of the interaction between brand internalization and customer-oriented behavior.Besides,questionnaire survey and data model analysis are adopted to explore the interaction model between the employee and the brand and the mechanism of how it influences the employee's customer-oriented behavior and analyze how to increase the degree of brand internalization in the employee through internal management to influence their customer-oriented behavior,so as to continuously enhance the enterprise's competitiveness.