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Behaviour of frontline employees in retail : An investigation into the predictive ability of several variables as antecedent for helping behaviour among frontline employees

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Behaviour of frontline employees in retail : An investigation into the predictive ability of several variables as antecedent for helping behaviour among frontline employees

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QUOTE “During my internship at the buying department at a chain of high-end department stores in the Netherlands, I witnessed the importance of company culture. A big part of the employees’ wardrobes was from our stores. They believe in their organization and the brands they sell. During my time there, a hashtag was created. Employees could put this hashtag on [all of their] social posts that included the organization. Almost all employees were active on Instagram and posted a lot about their travels and new items that came in. Additionally, buyers and managers were mentioned in the magazine with articles such as ‘The best picks from …’.This strategy is in line with the current shift where consumers become more interested in who a brand is and not just what they sell. Therefore a strong brand identity is of great importance. But what is the role of employees in the realization of the brand identity and brand image?" RESEARCH QUESTION How do price segment, status, position and years of service relate to the degree that helping behaviour and brand missionary is displayed by frontline employees? TABLE OF CONTENTS //1. Introduction //2. Theoretical Background - 2.1 brand identity and brand image - 2.2 helping behaviour //3. Methodology - 3.1 sampling - 3.2 survey - 3.3 method of analysis //4. Results - 4.1 total sample group - 4.2 full-time and part-time employees - 4.2.1 full-time employees - 4.2.2 part-time employees - 4.2.3 comparison of full-time and part-time employees - 4.3 managers and non-managers - 4.3.1 managers - 4.3.2 non-manager - 4.3.3 comparison of managers and non-managers - 4.4 years of service - 4.4.1 less than one year of service - 4.4.2 one to four years of service - 4.4.3 five or more years of service - 4.4.4 comparison on number of years of service //5. Conclusion //6. Limitations and Future Research //8. References //9. Appendix - 9.1 survey example ARTICLE The article is based on the research findings. It was written as intended for readers of apparelmag.com. It’s full title is: “Are you getting everything out of your frontline staff? Four factors to keep in mind when developing your internal branding strategy”

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelorscriptie
TaalEngels

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