Internal Marketing at Continental Airlines: Convincing Employees that Management Knows Best

Maintaining a high level of customer service quality is necessary for success, particularly for firms in service industries, but employees need to be motivated to provide it. Management can provide the motivation through the use of compensation schemes and internal marketing. In this paper we examine profit sharing compensation schemes that reward employees for achieving customer service objectives. We discuss how such schemes should be implemented, and explain why management needs to convince employees through internal marketing programs about the benefits of its scheme. We obtain the optimal amount of profit that the firm should share with employees, and the optimal effort it should spend on internal marketing. Finally, we relate the analysis to a successful scheme implemented by Continental Airlines.     

企业新员工激励机制的研究

当前,企业新员工激励机制还存在着很多问题.其表现主要是企业管理意识落后,存在盲目激励、过度激励现象,把激励简单等同于奖励,企业不能建立客观准确的绩效评估体系,薪酬制度不合理,忽视激励群体的层次性与差异性.激励措施无差别化.完善企业新员工激励机制,应充分考虑新员工的个体差异,实行差别激励的原则,建立和实施多层次激励机制,给予新员工个性职场培训,增强新员工的忠诚度,制定激励性的薪酬和福利制度,采取人性化的管理手段.以适应现代化管理的需要.     

浅谈知识型员工激励体系中的报酬激励

探讨了为什么和如何通过报酬机制激励知识型员工问题。在知识经济时代,知识型员工是现代企业最宝贵的资产,企业必须了解他们的特点,运用合适的激励手段,才能充分发挥其工作积极性,最终实现企业与员工的双赢。     

民营企业员工激励存在的问题及对策研究

员工激励可以调动其工作的积极性,提高员工的工作绩效和企业的竞争力。当前,我国民营企业在激励机制方面存在的主要问题是企业对员工激励手段单一,尤其是缺乏对员工的培训激励和企业文化激励,严重制约了企业员工生产积极性和创造性的发挥。我国民营企业应加强企业激励制度建设和企业文化建设,注重满足员工的精神需求,提供培训和再教育的机会,完善企业激励机制,以此来改进民营企业对员工的激励,不断强化企业的凝聚力,从而达到增强员工积极性、创造性的目的。     

内部营销视角下的旅游景区与员工关系管理策略研究

内部营销是把营销的视角从企业的外部转移到了内部．以企业的人力资源管理为出发点和手段来达到使顾客满意的目的。将内部营销理念引入到旅游景区经营之中,通过员工关系管理策略实现员工满意,最终获得顾客满意和顾客忠诚,形成景区的竞争优势。     

Unintended effects of incentivizing consumers to recommend a favorite brand

Marketers often use incentives such as coupons, rewards or special membership discounts in order to motivate consumers to purchase or recommend a particular brand. This practice is based on the underlying assumption that an increase in incentives will lead to an increase in consumer response – an idea which has been at the core of traditional economic thinking for decades. Some psychologists have claimed, however, that under specific conditions an increase in incentives can reduce (rather than increase) one's willingness to perform the behavior which is being incentivized. If materialized, the possibility that extrinsic incentives may diminish consumer willingness to recommend a favorite brand could have important theoretical and practical consequences in the context of word-of-mouth or buzz marketing. This study tests that possibility in the context of an experiment about Apple computers, a favorite brand among US college students. Participants were asked to recommend the brand to a friend (1) in absence of any monetary reward and (2) for a small monetary incentive. Students who were promised a small monetary reward experienced a decrease in intrinsic motivation and wrote shorter recommendations than those who were not promised any incentives. Data also suggest that the quality of the recommendation may decrease when incentives are offered. The results are discussed in line of their possible theoretical and practical significance.     

人力资源激励中的市场营销思想

从市场营销学的角度看待企业的人力资源激励活动,把人力资源激励活动看成一种营销活动,视薪酬为激励的"核心产品",将定价、促销策略、营销渠道、"以顾客为中心"等理念贯穿于人力资源激励活动中,使企业的人力资源激励工作多元化,促进企业人力资源管理的发展。     

A Conceptualization of the Employee Branding Process

SUMMARY

We propose a conceptual model of the employee branding process in which the employee brand image is driven by the messages employees receive and the mechanisms within employees' psyches that enable them to make sense of those messages. The model identifies various sources through which messages are delivered and describes the contributions of those sources to the employee branding process. The psychological contract is identified as a perceptual mechanism central to the employee branding process. The model specifies the consequences of the employee branding process and describes a feedback loop through which managers can monitor the process.     

Perceptions of Deception: Making Sense of Responses to Employee Deceit

In this research, we examine the effects that customer perceptions of employee deception have on the customers’ attitudes toward an organization. Based on interview, archival, and observational data within the international airline industry, we develop a model to explain the complex effects of perceived dishonesty on observer’s attitudes and intentions toward the airline. The data revealed three types of perceived deceit (about beliefs, intentions, and emotions) and three additional factors that influence customer intentions and attitudes: the players involved, the beneficiaries of the deceit, and the harm done by the perceived lie. We develop a model with specific propositions to guide organizations with respect to apparently deceitful behavior of their employees. Implications and directions for future research are provided, focusing on the question of whether organizations should consistently encourage honesty or train their employees to be effective liars.     

内部营销与顾客满意关系的实证研究(英文)

为了确定内部营销、员工满意、服务质量和顾客满意之间的因果关系,本文在文献研究的基础上构建了内部营销—员工满意—服务质量—顾客满意关系模型,并以35家商业银行的员工和顾客为实证样本,采用因子分析、回归分析检验了模型的假设关系。     

Investigating the Effect of Employee Empathy on Service Loyalty: The Mediating Role of Trust in and Satisfaction with a Service Employee

Abstract

This study examines the indirect effect of employee empathy on service loyalty through the intervening effect of trust in and satisfaction with service employees during service interactions. Data were obtained through a self-administered questionnaire from university students. A total of 410 useable responses were used to perform data analysis. Confirmatory factor analysis, structural equation modeling, and bootstrapping for indirect effects were conducted to test the hypotheses. The results show a significant effect of employee empathy on trust in service employee and satisfaction with service employee during customer–employee interactions. Also, satisfaction with a service employee showed a significant effect on service loyalty during service interactions. The study enhances the understanding of empathy within banking services during interactions between service employees and customers. It also provides insights for service managers and frontline service employees on how empathy develops customer’s trust and satisfaction with service employee.     

Understanding the Ethical Cost of Organizational Goal-Setting: A Review and Theory Development

Goal-setting has become a popular and effective motivational tool, utilized by practitioners and substantiated with decades of empirical research. However, the potential for goal-setting to enhance performance may come at the cost of ethical behavior. I propose a theoretical model linking attributes of goals and goal-setting practices to unethical behavior through two psychological mechanisms – ethical recognition and moral disengagement; and addressing the moderating role of individual differences (e.g., goal-commitment and conscientiousness), as well as the broader organizational ethical context.     

Classifying Services by Tangibility/Intangibility of Attributes and Benefits

ABSTRACT

This study involved two primary objectives. First, since no multi-item measure of perceived tangibility/intangibility of service offerings has emerged in the services literature, one is proposed. Second, the measure is used to classify service offerings according to the level of perceived tangibility/intangibility of their salient attributes and desired benefits. The resulting services taxonomy is intended to help guide services marketers with their positioning and promotional decisions relating to the need for overcoming the problem of service intangibility.     

北京内外资服务企业员工培训策略研究

高素质的服务人员是北京服务行业实现优质服务的一个关键因素,而高素质的服务人员又离不开企业适当的员工培训。针对我国服务企业的人员培训问题,通过对比北京内资服务企业和外资服务企业的培训体系和实践具体流程,本文对两者的相对优缺点进行总结,并试图从中获得一些管理启示。     

科技计划绩效评价的文献综述

从科技计划绩效评价的产生、发展、模式、维度和方法等方面，进行了文献综述，在此基础上提出了科技计划绩效评价的发展趋势和需注意的问题。     

企业内部服务补救与员工满意作用机理模型

在PZB提出的差距模型的基础上对企业内部服务补救与员工的满意度的作用机理进行了理论模型分析。认为组织态度、工作胜任感、服务补救经历所导致的员工对组织内部服务补救的预期与由消费者需求的管理、规章制度的管理、员工培训与管理层的支持所引致的员工对组织内部服务补救的感知之间的差距决定了员工的满意程度。     

Toward a greater understanding of the market orientation and internal market orientation relationship

The study explores the relationship between market orientation (MO) and internal market orientation (IMO) using the process model of MO development. Data from 370 nonprofit organizations were analyzed using structural equation modeling with maximum likelihood estimation technique. The comprehensive CFA marker method was used to partial out the influence of social desirability bias on the substantive relationships. The study finds that MO works through IMO to elicit desirable employee outcomes, which also contributes to performance outcomes. IMO does not offer direct performance benefits, but it partially mediates the effect of MO on employee-related outcomes. Competing models offering alternative explanations are ruled out empirically by the superior fit of the theoretical model with the data. The study integrates IMO in Kohli and Jaworski’s model of antecedent and consequences of MO and encourages practitioners to embed IMO in their MO development plans.     

挑选合适酒店工作的员工提高激励效果

挑选适合酒店工作的员工是酒店成功的前提,是创造满意客人的关键。合适的酒店员工可为客人提供满意的情感体验,提升酒店在客人心目中的地位,切实提高酒店的激励效果。因而酒店管理者对合适的员工应建设一个开放型的上下级沟通环境,鼓励员工从工作中寻找乐趣,制定高标准的服务程序,提倡酒店的合作精神,并努力促使员工自行解决问题,同时关注员工的职业生涯发展,从而进一步的提高酒店的激励成效。     

基于供应链理论的员工与顾客满意度研究

通过回顾供应链、服务利润链理论渊源,了解这些理论的发展过程,进而了解供应链上每一个企业如何从服务利润链的逻辑内涵入手阐述在企业管理中打造服务利润链。本文从员工满意度、顾客满意度等方面,提出了一系列的以服务利润链理论为中心的企业管理策略。     

Management Perceptions of the Sales Effects of Shelf Space and Position

ABSTRACT

There is an increasing interest in the consumption and social meaning of food and drinks in the discipline of marketing. This article reports the findings of an exploratory research study into the motivational factors which inform the reasons why people drink wine. A qualitative research process was used to explore these factors to understand better the motivational aspect of Australian consumers' relationship with wine. The findings cover both symbolic and experiential purposes. Enjoyment, situational factors, personal historical context, and lifestyle-related issues appeared to be crucial. Additionally, cognitive dimensions, aesthetics, and memory-related factors are also significant although previously these have been less noted by researchers.