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論文名稱(中文) 以品牌為基礎的人力資源管理與領導對員工服務績效的影響:品牌承諾的中介效果
論文名稱(英文) The Effects of Brand-based HR Practices and Leadership on Employee Service Performance: Mediating Role of Own Brand Commitment
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 102
學期 1
出版年 103
研究生(中文) 李玉蓮
研究生(英文) Yu-Lien Li
電子信箱 veron.yulien@gmail.com
學號 ra7001135
學位類別 碩士
語文別 英文
論文頁數 76頁
口試委員 指導教授-林豪傑
指導教授-陳浩政
召集委員-鄭至甫
中文關鍵字 品牌為基礎的人力資源管理實務  品牌承諾  品牌為基礎的領導  品牌承諾  員工服務績效  「刺激-機制-反應」模型 
英文關鍵字 Brand-focused HRM  Brand commitment  Brand-based leadership  Internal branding  Employee performance  Stimulus-Organism-Response model 
學科別分類
中文摘要 僅管有甚多研究探討「品牌承諾(brand commitment)」相關議題,這些研究多
從顧客觀點出發,甚少著眼於員工的角度。本研究運用「刺激-機制-反應」模型
(S-O-R, Stimulus-Organism-Response model),從員工觀點來探討以品牌為基礎的人力資源管理實務與領導對員工服務績效的影響,以及員工品牌承諾的中介效果,期望填補過去研究缺口並豐富內部品牌化(internal branding)相關文獻。
根據46 家從事B2C服務的71 位主管與其轄下240 位員工所協助完成的對
偶(dyadic)問卷資料進行分析,本研究發現品牌導向的人力資源管理實務與品牌
領導確實可以提升員工的品牌承諾,進而提升期服務績效,同時,品牌承諾也扮
演完全中介的角色。
本研究透過辨識組織內部品牌化的重要決定因素與後果,對品牌與品牌化文獻做了貢獻,研究內容也討論研究結果的意涵與可行的未來研究方向。
英文摘要 Despite a number of studies underlie the significance of brand commitment, little research has examined this issue from employees’ perspective. The study intends to fill in this gap by employing the Stimulus-Organism-Response (S-O-R) model to examine the effects of brand-focused HR practices and brand-based leadership on employees’ service performance through the mediation of their brand commitment so as to advance the internal branding literature.
Analytical results by collecting data with a dyadic approach from 71 supervisors and 240 employees in 46 B2C companies in Taiwan service industry reveal that brand brand-focused HR practices and brand-based leadership each exerts a significant positive effect on employees’ own brand commitment, which in turn advances their service performance. Moreover, employees’ own brand commitment plays a full mediating role in the relationship between brand-based leadership and employee service performance.
The study contributes to the brand and branding research by identifying critical determinants and consequences of organizations’ internal branding efforts. Implications and future directions are discussed
論文目次 ABSTRACT I
摘 要 II
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives and Contributions 6
1.3 Research Procedure 7
1.4 Paper Structure 9
CHAPTER TWO LITERATURE REVIEW 10
2.1 Theoretical Background 10
2.1.1 Stimulus-Organism-Response Model 10
2.1.2 Social Exchange and Social Identity Theory 11
2.2 Definition of Relevant Variables 11
2.2.1 Own Brand Commitment 12
2.2.2 Employee Service Performance 15
2.2.3 Brand-focused HR Practices 17
2.2.4 Brand-based Leadership 18
2.3 Development of Research of Hypotheses 20
2.3.1 The Relationship between Own Brand Commitment and Employee Service Performance 20
2.3.2 The Relationship between Brand-focused HR Practices and Own Brand Commitment 21
2.3.3 The Relationship between Brand-based Leadership and Own Brand Commitment 22
2.3.4 The Mediating Role of Own Brand Commitment 23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 25
3.1 Conceptual Model 25
3.2 Summary of Hypotheses 27
3.3 Sampling Plan 28
3.4 Questionnaires Design and Construct of Measurement 29
3.4.1 Own Brand Commitment 30
3.4.2 Employee Service Performance 31
3.4.3 Brand-focused HR Practices 31
3.4.4 Brand-based Leadership 32
3.5 Control Variables 33
3.5.1 Age 33
3.5.2 Gender 33
3.5.3 Marital Status 34
3.5.4 Company Tenure 34
3.5.5 Education 34
3.5.6 Job Satisfaction 34
3.6 Method of Analysis 35
3.6.1 Descriptive Statistic Analysis 35
3.6.2 Confirmatory Factor Analysis 35
3.6.3 Reliability Test 38
3.6.4 Pearson Correlation Analysis 38
3.6.5 Hierarchical Regression Analysis 38
3.6.6 Common Method Variance 39
CHAPTER FOUR RESEARCH RESULTS 40
4.1 Descriptive Data Analysis 40
4.1.1 Characteristics of Respondents 40
4.1.2 Descriptive Analysis of Questionnaire Items 43
4.2 Confirmatory Factor Analysis (CFA) 45
4.3 Reliability and Validity Test 48
4.4 Mean, Standard, Deviation, and Pearson Correlation 50
4.5 The Results of Hierarchical Regression Analysis 52
4.6 The Mediation Role of Own Brand Commitment 54
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 57
5.1 Discussions of Hypotheses 57
5.2 Managerial Implications and Suggestions 60
5.3 Limitations and Future study 61
REFERENCES 63
APPENDICES 67
Appendix 1: The results of CFA for overall model 67
Appendix 2: Reliability and Validity Estimate 68
Appendix 3: Questionnaire 69
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