내부브랜딩 활동이 브랜드몰입과 고객지향성에 미치는 영향 연구 : 국내 금융서비스 기업을 중심으로 = The Effect of Internal Branding on Employee Brand Commitment and Customer Orientation : Focusing on Domestic Financial Service Companies

다국어 초록 (Multilingual Abstract)

Internal branding has risen as new task which is a vital question of the company recently by recognizing full integration with the branding through all divisions and its operations for their continuous growth and profit.
In relation to this, to build the strong brand positioning (in terms of customer royalty, market share and price premium) and to secure competitive advantages, it can be achieved to communicate brand promise to customers and other stake holders by the employees who have high brand commitment and customer orientation.
This study is to verify the causal relation and its influences between the three major components of internal branding activity, which are brand based HR activity, internal brand communication, brand based leadership, and brand commitment and customer orientation for the organizational members in the domestic financial service companies(banks and the credit card companies) based on the conceptual model for the internal brand management.
Looking into the result of empirical analysis in the study, it shows that internal branding activities of the financial service companies affect the brand commitment of the employee positively, organizational member’s higher brand commitment increasescustomer orientation. The influence of customer orientation by internal branding activities is intermediated by the degree of the brand commitment. But the degree of influence for the customer orientation increased by the organizational members’s brand commitment is not different from the types of business between banks and credit companies. This study contributes that internal branding activities of the financial service companies affect the increase of the brand commitment positively for the organizational members. It has been confirmed that internal brand communication, one of three components of internal branding activities suggested in this study affects the most. Secondly, in terms of the basic infrastructure for the internal branding in the financial service companies, there is strong need of formulation for the brand mission and role of the employee and need of complement for the evaluation and compensation system for accomplishing the brand value. Thirdly, to realize high customer orientation by strong brand commitment through the employee in the financial service companies, it needs a large set of tools from different functions in the firm, for example, HR, internal communication, leadership, as well as contextual factors such as corporate culture and structure fit, incentives structure.
further the more, requires long term commitment and continuous, institutionalized efforts.

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