بررسی تأثیر مدیریت منابع انسانی برند محور بر ارزش ویژۀ برند مبتنی بر مشتری با روش مدل سازی خطی سلسله مراتبی (HLM) (مورد مطالعه: هتل های شیراز)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری رفتار سازمانی و مدیریت منابع انسانی، دانشگاه یزد، یزد، ایران

2 دانشیار، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران

3 استادیار، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران

10.22034/jtd.2018.138112.1451

چکیده

مدیریت منابع انسانی می تواند نقش مهمی در موفقیت برندسازی سازمان ایفا کند، اما کمتر به آن پرداخته شده است. این پژوهش با هدف تعیین تأثیر مدیریت منابع انسانی برند محور بر ارزش ویژۀ برند مبتنی بر مشتری با نقش میانجی تناسب فرد-برند و رفتار شهروندی برند انجام شد، که از نظر روش توصیفی-همبستگی است. جامعۀ آماری را کارکنان و مشتریان 20 هتل سه، چهار و پنج ستارۀ شیراز تشکیل دادند، که بر اساس حجم نمونۀ محاسبه شده با استفاده از فرمول کوکران، 142 سرپرست و مدیر، 346 کارمند و 384 مشتری از طریق روش نمونه گیری در دسترس انتخاب شدند. به منظور جمع آوری داده ها، از پرسشنامه های استاندارد استفاده شد، که به ترتیب ضریب آلفای‌کرونباخ و پایایی مرکب مدیریت منابع انسانی برند محور(75/0، 85/0)، تناسب فرد-برند(79/0، 88/0)، رفتارشهروندی برند(73/0، 84/0)، و ارزش ویژۀ برند مبتنی بر مشتری(74/0، 86/0) حاصل گردید. آزمون یک عاملی هارمن نیز نشان داد، تهدید واریانس روش مشترک متوجه روایی سنجه نمی گردد. آزمون فرضیه ها از طریق مدل سازی خطی سلسله مراتبی (HLM) انجام شد. نتایج نشان داد، مدیریت منابع انسانی برند محور بر تناسب فرد-برند و رفتار شهروندی برند تأثیر مثبت دارد. در سطح فردی تناسب فرد-برند بر رفتار شهروندی برند تأثیر مثبت دارد. همچنین رفتار شهروندی برند سطح سازمانی در رابطۀ بین مدیریت منابع انسانی برند محور و ارزش ویژۀ برند نقش میانجی ایفا می کند. بنابراین مسئولین هتل ها بایستی در انتخاب، آموزش، توسعه، ارزیابی و پاداش دهی کارکنان، به برند و ارزش های آن توجه ویژه داشته باشند.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the effect of brand-centred human resource management on customer-based brand equity using hierarchical linear modeling (HLM) (Case study: Shiraz hotels)

نویسندگان [English]

  • Mohammad Bagher Fallahi 1
  • Seyed Mohammad Tabataba'i-Nasab 2
  • Mehdi Sabokro 3
1 PhD Student in Organizational Behavior and Human Resource Management, Yazd University
2 Associate Professor, Faculty of Economics, Management and Accounting, Yazd University, Yazd, iran
3 Assistant Professor, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran
چکیده [English]

Human resource management can play an important role in successful branding, but little attention is paid to it. The present study was aimed to investigate the effect of brand-centred human resource management on consumer based brand equity with mediating roles of person-brand fit and Brand citizenship behavior. This study is a descriptive-correlation one from research methodology perspective. The statistical population includes employees and customers of 20 hotels in Shiraz city. The sample size has been calculated through Cochran formula and a sample of 142 supervisors, 346 employees, and 384 customers has been selected through convenience method. In order to collect the research data, the standard questionnaires were used, that Cronbach's alpha coefficient and composite reliability were calculated for brand-oriented human resources management (0.75, 0.85), person-brand fit (0.79, 0.88), brand citizenship behaviour (0.73, 0.84), and consumer based brand equity was obtained from the customer (0.74, 0.86) respectively. Harman’s single-factor test show that the measures are free of common method variance. Hypotheses were tested using hierarchical linear modeling. The results indicate that brand-centred human resource management has positive effects on person-brand fit and brand citizenship behavior. At the individual level Person-brand fit has positive effect on brand citizenship behaviors. In addition, organizational-level brand citizenship behavior mediates the relationship between brand-centred human resource management and consumer based brand equity. Therefore, hotel officials should pay particular attention to the brand and its values when selecting, training, developing, evaluating and rewarding employees.

کلیدواژه‌ها [English]

  • Brand-centred human resource management
  • Person-brand fit
  • Brand citizenship behaviour
  • Consumer based brand equity
  • Hierarchical linear modeling
نداف، مهدی، درزیان عزیزی، عبدالعادی و تیرانداز، سحر (1397). «بررسی نقش میانجی ابعاد کیفیت رابطه در تأثیر شخصی‌سازی خدمات و قدردانی مشتری بر ارزش ویژۀ برند». مدیریت بازرگانی، شمارۀ 35، ص 207 ـ 228.
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
Allen, D.G., Shore, L.M. and Griffeth, R.W. (2003). The role of perceived organizational support and supportive human resource practices in the turnover process. Journal of Management, 29 (1), 99-118.
Aurand, T. W., Gorchels, L. and Bishop, T. R. (2005). Human resource management's role in internal branding: an opportunity for cross ـ functional brand message synergy. Journal of Product and Brand Management, 14 (3), 163-169.
Baker, T. L., Rapp, A., Meyer, T. and Mullins, R. (2014). The role of brand communications on front lie service employee beliefes, behavior and performance. J. Acad. Mark. Sci, 42(6), 642–657.
Baron, R. M. and Kenny, D. A. (1986). The moderator ـ mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51 (6), 1173-1182.
Burmann, C. and Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. Brand Management, 12(4.)
Burmann, C., Zeplin, S. and .Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of brand management, 16(4), 264-284. 
Cable, D. M. and DeRue, D. S. (2002). The convergent and discriminant validity of subjective fit perceptions. Journal of Applied Psychology, 87 (5), 875-884.
Chang, A., Chiang, H.-H. and Han, T-S. (2015). Investigating the dual-route effects of corporate branding on brand equity. Asia Pacific Management Review, 20(3), 120-129.
Chang, A., Melewar, T. C., Chiang, H-H. and Han, T-S. (2012). A multilevel investigation of relationships among brand‐centered HRM, brand psychological ownership, brand citizenship behaviors, and customer satisfaction. European Journal of Marketing, 46(5), 626-662.
Chiang, H-H., Han, T-S. and McConville, D. (2018). The attitudinal and behavioral impact of brand-centered human resource management. International Journal of Contemporary Hospitality Management, 30(2), 939-960.
Chow, H-w., Ling, G-J., Yen, I. y. and Hwang, K-P. (2017). Building brand equity through industrial tourism. Asia Pacific Management Review, 22(2), 70-79.
Cullen, J. B., Parboteeah, K. P. and Hoegl, M. (2004). Cross-national differences in managers' willingness to justify ethically suspect behaviors: A test of institutional anomie theory. Academy of Management Journal, 47(3), 411-421.
Eisenberger, R., Fasolo, P. and Davis-LaMastro, V. (1990). Perceived organizational support and employee diligence, commitment, and innovation. Journal of Applied Psychology, 75(1), 51-59.
Eisenberger, R. and Huntington, R. and Hutchison, S. and Sowa, D. (1986). Perceived organizational support. Journal of Applied Psychology, 71(3), 500.
Erkmen, E. and Hancer, M. (2015). Linking brand commitment and brand citizenship behaviors of airline employees: “The role of trust”. Journal of Air Transport Management, (42), 47-54.
Fernandez-Lores, S., Gavilan, D., Avello, M. and Blasco, F. (2016). Affective commitment to the employer brand: Development and validation of a scale. BRQ Business Research Quarterly, 19(1), 40-54.
Fornell, C. and Larcker, D. F. (1981). Evaluating structural equatin models with unobservable variables and measurement error. Journal of Marketing Research. 18(1), 39-50.
Glynn, M. S. (2012). Primer in B2B brand-building strategies with a reader practicum. Journal of Business Research, 65(5), 666-675.
Hofmann, D. A. (1997). An overview of the logic and rationale of hierarchical linear models. Journal of management, 23(6), 723-744.
Hurrell, S. A. and Scholarios, D. (2014). The People Make the Brand: Reducing Social Skills Gaps Through Person-Brand Fit and Human Resource Management Practices. Journal of Service Research, 17(1), 54-67.
James, L. R. (1982). Aggregation bias in estimates of perceptual agreement. Journal of applied psychology, 67(2), 219-229.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Kelman, H. (1974). Social influence and linkages between the individual and the social system: Further thoughts on the processes of compliance, identification, and internalization. Perspectives on social power. Chicago: Aldine. pp. 125-171.
Kelman, H. C. (1961). Processes of opinion change. Public Opinion Quarterly, 25, 57–78.
Kim, H. b., Gon Kim, W. and An, J. A. (2003). The effect of consumer‐based brand equity on firms’ financial performance. Journal of Consumer Marketing, 20(4), 335-351.
King, C. and Grace, D. (2010). Building and measuring employee‐based brand equity. European Journal of Marketing, 44(7/8), 938-971.
Magni, M., Proserpio, L., Hoegl, M. and Provera, B. (2009). The role of team behavioral integration and cohesion in shaping individual improvisation. Research Policy, 38(6), 1044-1053.
Morhart, F. M., Herzog, W. and Tomczak, T. (2009). Brand-specific leadership: Turning employees into brand champions. Journal of Marketing, 73(5), 122-142.
Nyadzayo, M. W., Matanda, M. J. and Ewing, M. T. (2015). The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image. Journal of Business Research, 68(9), 1886-1894.
Nyadzayo, M. W., Matanda, M. J. and Ewing, M. T. (2016). Franchisee-based brand equity: The role of brand relationship quality and brand citizenship behavior. Industrial Marketing Management, 52, 163-174.
Piehler, R., King, C., Burmann, C., & Xiong, L. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. European Journal of Marketing, 50(9/10), 1575-1601.
Piehler, R. (2018). Employees’ brand understanding, brand commitment, and brand citizenship behaviour: a closer look at the relationships among construct dimensions. Journal of brand management, 25(3), 217-234.
Porricelli, M. S., Yurova, Y., Abratt, R. and Bendixen, M. (2014). Antecedents of brand citizenship behavior in retailing. Journal of Retailing and Consumer Services, 21(5), 745-752.
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y. and Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
Raudenbush, S. W. and Bryk, A. S. (2002). Hierarchical linear models: Applications and data analysis methods (Vol. 1). Sage.
Sun, L.-Y., Aryee, S. and Law, K. S. (2007). High-performance human resource practices, citizenship behavior, and organizational performance. Academy of Management Journal, 50(3), 558-577.
Terglav, K., Konečnik Ruzzier, M. and Kaše, R. (2016). Internal branding process: Exploring the role of mediators in top management's leadership–commitment relationship. International Journal of Hospitality Management, 54, 1-11.
Varnali, R. (2015). An exploratory study of the cultural context of organisational climate and human resource practices. Asia Pacific Journal of Human Resources, 53(4), 432-447.
Xie, L.-S., Peng, J.-M. and Huan, T.-C. (2014). Crafting and testing a central precept in service-dominant logic: Hotel employees’ brand-citizenship behavior and customers’ brand trust. International Journal of Hospitality Management, 42, 1-8.
Xiong, L. and King, C. (2016). Examining the Role of Employee-Brand Value Congruence in Internal Brand Management. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. pp. 191-192.