Examining the Contextual Effects of Employee Service Orientation: The Roles of Person-Organization Fit and Brand-based Leadership

• Main Authors: Yen-ChunLee, 李晏君
• Other Authors: Hao-Chieh Lin
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/23vn8w

碩士 === 國立成功大學 === 國際經營管理研究所碩士在職專班 === 103 === The study applies the internal branding perspective to examine the direct and contingent effects of employees’ service orientation on their creative service and brand citizenship behavior. To examine the contingent effects, the roles of person-organization fit (P-O fit) and brand-based leadership are proposed. Research data were obtained by a dyadic survey approach from 98 supervisors and 420 employees in 83 organizations. The results based on hierarchical regression analyses revealed that employee service orientation indeed positively affects creative service and brand citizenship behavior. The moderating effects of P-O fit and brand-based leadership are not supported although brand-based leadership exerts a positively direct effect on brand citizenship behavior. Research implications, limitations, and suggestion for future research are provided.