| dc.description.abstract | In this study, the researcher indicates that internal branding from aspect of hotel management employees in relationship with employees’ brand performance base on mediate factors as job satisfaction and employees’ brand attitude included brand identification, brand commitment and brand loyalty. In result, it can help the management of hotel especially top managers selecting factors has the most influence to enhance the quality of service executed by employees.
To carry out this study, the researcher uses both qualitative and quantitative to fit with research problems and research objectives. In the method of qualitative, the purpose of researcher is finding out the rationale of questionnaire in context of hospitality in Vietnam. The interviews investigate the ideas of acknowledged employees in hospitality industry to modify the question to fit with this study. The main method in this study is quantitative with research tool is questionnaire. There are 249 surveys conducted to investigate employees who work at four or five star hotels in Ho Chi Minh City. Moreover, the data will be analyzed by both SPSS and AMOS to make the strong evident among factors in this paper.
The aims of researcher desires understanding of employees about internal branding toward performance of employees thought mediate factors. Finding the relationship between mediate factors to choose factors is the most influence of them. Therefore, implication of factors in practical, when employees understand what brand expect them do, they will deliver services better as well as meet needs and wants of customers. | en_US |
