Almgren daniel (8 Ergebnisse)
Sprache: Englisch
Verlag: VDM Verlag Dr. Mueller Aktiengesellschaft & Co. KG, 2012
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Taschenbuch. Zustand: Neu. The Relationship between Internal Branding and Affective Commitment | Aligning communication on all customer touchpoints | Daniel Almgren (u. a.) | Taschenbuch | 92 S. | Englisch | 2012 | LAP LAMBERT Academic Publishing | EAN 9783659288098 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Leng…ericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu.
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Taschenbuch. Zustand: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Service firms increasingly need to rely on other attributes than traditional quality and performance of their service employees to stay truly competitive. Strong brands are essential for differentiation in today's marketplace and it b…ecomes naturally important to align the customer contact employees with the company brand to ensure consistency in all external communication. For service firm employees to fully enact the brand and display on-brand behavior outwards it is pivotal to make them truly committed to the brand and organization. Internal branding processes have been shown to be an enabler of employee commitment to the organizational brand. As such, the aim of this study was to determine the components of internal branding in order to clarify the relationship between internal branding and brand commitment of customer contact employees. The empirical investigation was conducted in the retail sector of the service industry and took the perspective of the customer contact employee. The results are interesting and give managers of customer contact employees insights about how to enable affective commitment through use of internal branding. 92 pp. Englisch.
Sprache: Englisch
Verlag: VDM Verlag Dr. Mueller Aktiengesellschaft & Co. KG, 2012
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Zustand: New. Print on Demand pp. 92 2:B&W 6 x 9 in or 229 x 152 mm Perfect Bound on Creme w/Gloss Lam.
Sprache: Englisch
Verlag: VDM Verlag Dr. Mueller Aktiengesellschaft & Co. KG, 2012
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Taschenbuch. Zustand: Neu. This item is printed on demand - Print on Demand Titel. Neuware -Service firms increasingly need to rely on other attributes than traditional quality and performance of their service employees to stay truly competitive. Strong brands are essential for differentiation in today's marketplace and it becom…es naturally important to align the customer contact employees with the company brand to ensure consistency in all external communication. For service firm employees to fully enact the brand and display on-brand behavior outwards it is pivotal to make them truly committed to the brand and organization. Internal branding processes have been shown to be an enabler of employee commitment to the organizational brand. As such, the aim of this study was to determine the components of internal branding in order to clarify the relationship between internal branding and brand commitment of customer contact employees. The empirical investigation was conducted in the retail sector of the service industry and took the perspective of the customer contact employee. The results are interesting and give managers of customer contact employees insights about how to enable affective commitment through use of internal branding.VDM Verlag, Dudweiler Landstraße 99, 66123 Saarbrücken 92 pp. Englisch.
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Taschenbuch. Zustand: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Service firms increasingly need to rely on other attributes than traditional quality and performance of their service employees to stay truly competitive. Strong brands are essential for differentiation in today's marketplace and it become…s naturally important to align the customer contact employees with the company brand to ensure consistency in all external communication. For service firm employees to fully enact the brand and display on-brand behavior outwards it is pivotal to make them truly committed to the brand and organization. Internal branding processes have been shown to be an enabler of employee commitment to the organizational brand. As such, the aim of this study was to determine the components of internal branding in order to clarify the relationship between internal branding and brand commitment of customer contact employees. The empirical investigation was conducted in the retail sector of the service industry and took the perspective of the customer contact employee. The results are interesting and give managers of customer contact employees insights about how to enable affective commitment through use of internal branding.
