ABSTRACT

This study develops an empirical model to test the effect of internal branding and brand-oriented leadership on employees’ service recovery performance and turnover intention, with a particular emphasis on psychological contract as a mediator. Using a quantitative approach, questionnaire responses were collected from frontline employees of four- and five-star hotels in the Turkish Republic of Northern Cyprus. Statistical analyses were performed using the SmartPLS software. The results of the statistical analyses showed internal branding and brand-oriented leadership positively influence psychological contracts. Moreover, the results suggest that hotels need to establish effective internal branding mechanisms to relay their brand messages through internal communication, training, briefings, and meetings. It was observed that, in general, a psychological contract guarantees a partial complementary mediation between internal branding and brand-oriented leadership on service recovery performance and turnover intention.

摘要

本研究开发了一个实证模型来测试内部品牌和品牌导向型领导对员工服务恢复绩效和离职意愿的影响，特别强调心理契约作为中介。使用定量方法，从北塞浦路斯土耳其共和国的四星级和五星级酒店的一线员工中收集问卷答复。使用 SmartPLS 软件进行统计分析。统计分析的结果表明，内部品牌化和品牌导向型领导对心理契约有积极影响。此外，研究结果表明，酒店需要建立有效的内部品牌机制，通过内部沟通、培训、简报和会议来传递其品牌信息。据观察，一般来说，