醫院內部員工之品牌權益管理

Ching Ying Huang, Chia Hsien Lai

研究成果: Article同行評審

3 引文 斯高帕斯(Scopus)

摘要

Successful hospital brand management enables employees to understand the hospital’s brand value and to directly reflect upon their behaviour and job performance, which in turn positively influences patients’ perceptions of the hospital’s brand image. This study explores the establishment of hospital brands from the employees’ perspective and discusses ways to construct employee brand equity (EBE) using internal branding (IB) practices. Mechanisms of EBE functioning were examined through employee organisational citizenship behaviour (OCB) and job performance (JP). A questionnaire survey was conducted, and 453 responses were found to be valid. The results show that hospitals can establish EBE through IB management and that EBE positively affects employee OCB and JP. The study also shows that EBE has stronger effects on public-related and organisational-level employee behaviour than it does on personal-related or individual-level employee behaviour. Overall, EBE is effective when applied to medical service environments.

貢獻的翻譯標題Effects of internal branding management in a hospital context
原文???core.languages.zh_TW???
頁(從 - 到)985-1006
頁數22
期刊Service Industries Journal
41
發行號15-16
DOIs
出版狀態Published - 2021

All Science Journal Classification (ASJC) codes

  • 策略與管理
  • 技術與創新管理

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