A Study On Forming Mechanism Of Service Brand Internalization

In the sight of international situation,the world’s industry structure becomes service-oriented;Domestically,the service industry has gradually become the important engine of economic growth.Under this background, more and more attentions are paid on how to improve the productivity of service enterprise.The enterprises whether success or not mainly depends on how to deliver the brand promise through employees.Based on cognitive theory(S-O-R),this study introduces the psychological perception, using the employees perceived value as intermediary variable, along the logical thinking of "brand internal marketing (brand training,brand communication and brand motivation)-employees’perceived value (functional value,psychological value and economic value)-employee participation behavior" to analyze the effect of the brand internal marketing on employee participation behavior,reveal the psychological activity process,and put forward some Suggestions for managers.The results are showed as follows: 1.Service brand internal marketing has a significantly positive impact on employee participation behavior.Brand training,brand communication and brand motivation have a significantly positive impact on employee participation behavior,and the degree is brand training> brand communication> brand motivation.2.Service brand internal marketing has a significantly positive impact on the perceived value,but the influence is different:brand training, brand motivation and brand communication have a significantly positive impact on the functional value;brand training,brand communication and brand motivation have a significantly positive impact on the psychological value;but only brand communication and brand motivation have a significantly positive impact on the economy value.3.Employees’perceived value can be divided into functional value, psychological value and economic value.Among them, the psychological value is the main driving factor of forming the employee participation behavior, followed by the functional value.And in the banking and communications industry,economic value makes no difference on employee participation behavior.4.Service brand internal marketing influences employees’ perceived value, thus affecting the formation of the employee participation behavior. Therefore, brand internal marketing is one of the source of the employee participation behavior,with the mediating role of the employees’ perceived value. That is to say, the implementation of the brand internal marketing can be converted into employees’ perceived value and result in the employees’ behavior.Compared with other related research, the innovation of this study is mainly reflected in the following three aspects:firstly, the paper verifies brand internalization’s concept model and measuring scale;Secondly, the paper verifies the mechanism analysis framework,which is brand internal marketing-> employees perceived value-> employee participation behavior;thirdly,the paper tests that employees’perceived value involes functional value、psychological value and economic value,and finds that psychological value has a more significantly positive impact on employee participation behavior than functional value,but the economic value does not work.