The Study on the Influence of Employee Brand and Employee Brand Behavior on Customer Brand Loyalty ─An Example of Coffee Shop

• Main Authors: Chieh-An Ko, 柯玠安
• Other Authors: Chun-Hao Cheng
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/w56z3z

碩士 === 國立高雄餐旅大學 === 餐旅管理研究所 === 102 === With such a wide range of demands from consumers nowadays, enterprises try to build customer brand loyalty from that differentiation of product of service The present study seeks to realize whether employee behavior related to brand can affect customer brand loyalty. Questionnaires were distributed to 500 employees and 500 customers in the P coffee shops in Taipei City from January, 2014 to March, 2014. The study pooled the employee and customer questionnaires to better analyze the results. 392 from each group were retrieved, meaning the response rate was 78.40%. The 392 valid questionnaires showed that there was a positive significance among the three variables including “employee brand”, “employee brand behavior”, and “customer brand loyalty”. However, an aspect of “employee brand behavior”, ''work decision-making'', appeared to have a positive influence on only one aspect of “customer brand loyalty”, ''behavioral loyalty''. Nevertheless, the study confirmed that “employee brand behavior” is the partial mediator between “employee brand” and “customer brand loyalty”. The results showed that employees'' ''brand knowledge'' exceeded their ''organizational identification''. However, the key to delivering brand values is ''organizational identification''. Besides, if a company wants their employees to spread brand values, and have employees to make their every decision-making related to brand values, it must give comprehensive professional training to its employees, make employees identify with their organization. As to customer brand loyalty, the study found that if company effectively carry out employee brand behavior, it is able to promote customer brand loyalty.