Employee branding or industry standards? -The underlying reasons employees act the way they do
(2018) SMMM20 20181Department of Service Studies
- Abstract
- As competition grows brands must figure out more imaginative ways to separate themselves from the competition and create unique value offerings. One way to achieve this is to offer distinctive and unique service. While the front line employees are the ones preforming these brand value propositions little focus has been placed on the experience and motivations of the employee. This study discusses how employees are affected by employee branding and what kind of motivations they have to preform according to set requirements. To discover the employee motivations phenomenological interviews and limited netnography were carried out for employees working in customer service in the retail sector. Findings show that while employees are affected by... (More)
- As competition grows brands must figure out more imaginative ways to separate themselves from the competition and create unique value offerings. One way to achieve this is to offer distinctive and unique service. While the front line employees are the ones preforming these brand value propositions little focus has been placed on the experience and motivations of the employee. This study discusses how employees are affected by employee branding and what kind of motivations they have to preform according to set requirements. To discover the employee motivations phenomenological interviews and limited netnography were carried out for employees working in customer service in the retail sector. Findings show that while employees are affected by the brand, most of the efforts preformed strive from internal motivations derived from personal or social forces. Employees behave more according to brand requirements because of general behavioral norms of the industry, the brand image and personal motivations such as possible future benefits or the personal brand of the employee. Findings also suggest that when motivations are internal the efforts in emotional labor are considered less significant and are more tolerated. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8945330
- author
- Kivinummi, Minni-Maari LU
- supervisor
- organization
- course
- SMMM20 20181
- year
- 2018
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Employee branding, Emotional labor, Aesthetic labor, Brand advocacy, Social identification, Employee motives
- language
- English
- id
- 8945330
- date added to LUP
- 2018-06-08 13:27:55
- date last changed
- 2018-06-08 13:27:55
@misc{8945330,
abstract = {{As competition grows brands must figure out more imaginative ways to separate themselves from the competition and create unique value offerings. One way to achieve this is to offer distinctive and unique service. While the front line employees are the ones preforming these brand value propositions little focus has been placed on the experience and motivations of the employee. This study discusses how employees are affected by employee branding and what kind of motivations they have to preform according to set requirements. To discover the employee motivations phenomenological interviews and limited netnography were carried out for employees working in customer service in the retail sector. Findings show that while employees are affected by the brand, most of the efforts preformed strive from internal motivations derived from personal or social forces. Employees behave more according to brand requirements because of general behavioral norms of the industry, the brand image and personal motivations such as possible future benefits or the personal brand of the employee. Findings also suggest that when motivations are internal the efforts in emotional labor are considered less significant and are more tolerated.}},
author = {{Kivinummi, Minni-Maari}},
language = {{eng}},
note = {{Student Paper}},
title = {{Employee branding or industry standards? -The underlying reasons employees act the way they do}},
year = {{2018}},
}