物業管理服務業的品牌內部化

Internal Branding in Property Management Firms

10.29468/PMR.201009.0107

林美珠(Mei-Jue Lin)；王靖(Jing Wang)

隱性資源 ； 品牌承諾 ； 品牌內部化 ； operant resources ； brand commitment ； internal branding

物業管理學會論文集

4屆（2010 / 09 / 24）

107 - 118

繁體中文

建立強勢品牌與傳達知覺服務品質，都必須建立在員工有效傳達顧客期望的能力上。由於組織人力資本已經提供了隱性資源（即技術和知識），使得鑲嵌於組織品牌內的附加價值一直未受到重視與理解。因此，本研究擬從員工觀點，探討內部導向行動對組織人力資本的影響，及其後續結果對組織品牌的影響。隨後，本研究針對物業管理服務業員工進行深度訪談，並得到建立員工品牌承諾的結果。此外，本探索性研究也為後續研究提供了一個紮實的平台。

The creation of strong brands and the deliverance of perceived service qualities are premised by employees' abilities to deliver on customer expectations. However, because the organizations' human capital supplied the operant resources (skills and knowledge), no consideration has been given to understanding the added values encapsulated in an organization's brand. This paper, therefore, tries to explore that internally oriented initiatives have on an organization's human capital and its subsequent impacts on the organization's brand, from the employees' perspectives. In-depth interviews were conducted with employees across a range of property management service industries and the results provide an insight into the creation of employee brand commitment. Furthermore, this exploratory study provides a solid platform for future research in this area.