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.     

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。     

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。     

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.     

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.     

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.     

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。     

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。     

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。     

Development and Growth of the Business Class

Abstract

Air travel is forecasted to be a strong growth market for the 90s. An annual growth rate of over 4% is being predicted until the end of the century. Comprising 20% of the seats and 40% of the overall revenues, the business travel segment had assumed an important strategic focus within the airline industry. This study looks at the competitive issues involved in meeting the demands of the business traveler, especially in the light of the changing relationships between those who supply the product, those who distribute, and those who use it. With corporate America along with the rest of the world continuing to do more business, but with less travel, this study looks at some of the changes that the airline industry can implement to lure business travelers back. Finally, a model is proposed, which the airlines can use to adopt to the changing needs of the market.     

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。     

The Aftermath of Organizational Corruption: Employee Attributions and Emotional Reactions

Employee attributions and emotional reactions to unethical behavior of top leaders in an organization recently involved in a highly publicized ethics scandal were examined. Participants (n = 76) from a large southern California government agency completed an ethical climate assessment. Secondary data analysis was performed on the written commentary to an open-ended question seeking employees’ perceptions of the ethical climate. Employees attributed the organization’s poor ethical leadership to a number of causes, including: lack of moral reasoning, breaches of trust, hypocrisy, and poor ethical behavior role modeling. Emotional reactions to corruption included cynicism, optimism, pessimism, paranoia and fear, and were targeted at top leaders, organizational practices (i.e., the old boy network, nepotism, and cronyism) and ethics interventions. Implications for leadership training and other organizational ethics interventions are discussed. Kathie L. Pelletier is a doctoral student in the School of Behavioral and Organizational Sciences at Claremont Graduate University, 123 East Eighth Street, Claremont, CA 91711; e-mail: kathie.pelletier@cgu.edu. Her research interests include organizational ethics, ethical leadership, and toxic leadership. Michelle C. Bligh is an assistant professor of Organizational Behavior in the School of Behavioral and Organizational Sciences at Claremont Graduate University, 123 East Eighth Street, Claremont, CA 91711; e-mail: michelle.bligh@cgu.edu. Her research interests include charismatic leadership, political and executive leadership, and organizational culture.     

Countermeasures and Suggestions of the Development of Native Products Network Marketing Platform in China

近年来我国网络营销发展迅猛,土特产品的网络营销作为一个新的领域,表现出了强劲的发展势头,但其网络营销平台建设尚不完善。由于网络基础设施薄弱,信息化程度低、物流渠道落后、电子商务安全体系建设滞后以及土特产品的标准化体系、品牌效应尚未形成等不利因素的限制,严重阻碍了我国土特产品网络营销的发展。通过分析我国土特产品网络营销发展中的优势和劣势,提出了土特产品网络营销的发展对策建议。     

企业文化维度构建及其对员工满意度影响的实证研究

本文构建了企业文化的11个维度,并形成了企业文化维度影响员工满意度的研究假设。通过大规模问卷调查,实证检验了企业文化影响员工满意度的研究假设,认为企业文化的"公平公正"、"企业进取"、"关注员工"、"团队协作"和"私人关系"等5个维度对"员工士气"、"组织承诺"有较明显的影响。     

山寨营销的动因解析及实践启示

山寨现象非常普遍,山寨营销已成为弱势品牌营销创新的模式之一。首先回顾了弱势品牌的山寨营销的起源、背景、定义和类型,然后从品牌成长路径、消费者行为变迁、市场营销战略、利基营销和长尾理论等多个理论角度阐述弱势品牌开展山寨营销的动因。山寨营销的实践启示是山寨营销是在中国特定的市场环境中产生和发展起来的一种弱势品牌快速和低成本发展的营销方式之一,适合企业在初创时期或实力弱小阶段的品牌建设思路。