Development And Verification Of Professional Service Employee Brand Image Scale

The professional service industry is one of the fastest growing industries in recent years.With the development of economic and changes in consumption habits,the "B2C business-to-consumer" business model have grown rapidly,and the competition among enterprises has further intensified.The employee brand has become a breakthrough for professional service enterprises to gain competitiveness.However,how to establish an employee brand,What are the dimensions of employee brand image and how to effectively measure these dimensions,These issues have yet to be solved.The academic began to explore the employee brand image,and proposed the two-dimensional model of the ability and virtue of the entrepreneur's brand image,the three-dimensional model of the ability,standard and style of the kindergarten teacher brand image,and some other mature theoretical model.However,these theories do not propose a unified brand image dimension model for professional service employees brand.Therefore,it is of great practical value to study the dimensional composition of professional service employees' brand image,At the same time,the research of employee brand image can enrich the theory of brand and human brand.Based on the brand image theory and combined with in-depth interviews,the study proposes a four-dimensional model of professional service employees' brand image,which is to organize' brand power,expertise,virtue and standard.At the same time,through literature review and interview data to obtain the dimension measurement items.After the group discussion and expert review,the measurement scale of the professional service staff brand image is established,Pre-study and research are conducted with the plastic surgeon of professional cosmetic surgery services as the research background.SPSS21.0 and AMOS22.0 data processing software were used for exploratory and confirmatory factor analysis.As a result,the scale developed by this research has strong reliability and validity.At the same time,in order to verify the influence of the professional service staff brand image and the calibration validity of the scale,this study takes the "brand image-brand trust-brand loyalty"path as the theoretical basis,and establishing a second-order structural equation model,demonstrate that the relationship of "brand trust-brand loyalty" is also applicable in the context of professional service employee brands.Based on the results,this study puts forward some suggestions for enterprises and individuals who want to establish employee brands in the professional service field:Firstly,the enterprise and employees pay attention to the role of employee brand image in ideologically.And secondly,in behavior,(1)The company strengthens its comprehensive strength,and the employees enter the enterprises with stronger comprehensive strength,(2)professional service enterprises and the employees themselves should pay attention to the training and display of the professional competence,(3)the professional service employees should properly display themselves in the service process,(4)The moral quality of employees will directly affect consumers' perception of their image,enterprises and the employees should pay attention to improving moral quality.