Effects of Internal Branding on Frontline Employees Work Attitudes and Behaviours: Exploring the Role of Psychological Contract as the Mediator, The Case of North Cyprus Hotels

EMU I-REP

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dc.contributor.advisor Tümer, Mustafa (Supervisor)
dc.contributor.author Ayrom, Shabnam
dc.date.accessioned 2024-06-14T10:40:43Z
dc.date.available 2024-06-14T10:40:43Z
dc.date.issued 2020-09
dc.date.submitted 2020-09
dc.identifier.citation Ayrom, Shabnam. (2020).Effects of Internal Branding on Frontline Employees Work Attitudes and Behaviours: Exploring the Role of Psychological Contract as the Mediator, The Case of North Cyprus Hotels. Thesis (Ph.D.), Eastern Mediterranean University, Institute of Graduate Studies and Research, Dept. of Business Administration, Famagusta: North Cyprus en_US
dc.identifier.uri http://hdl.handle.net/11129/6012
dc.description Doctor of Philosophy in Business Administration. Institute of Graduate Studies and Research. Thesis (Ph.D.) - Eastern Mediterranean University, Faculty of Business and Economics, Dept. of Business Administration, 2020. Supervisor: Prof. Dr. Mustafa Tümer en_US
dc.description.abstract This thesis develops an empirical model to test the effect of internal branding and brand-oriented leadership on employees’ service recovery performance and turnover intention, with a particular emphasis on psychological contract as a mediator. Using a quantitative approach, questionnaires were distributed among frontline employees of four- and five-star hotels in Northern Cyprus and responses were collected from. Statistical analyses were performed using the SmartPLS software. The results of the statistical analyses showed internal branding and brand-oriented leadership have a direct and positive effect on psychological contract. Psychological contact also positively influenced service recovery performance and negatively influenced turnover intentions. The results suggest that hotels need to establish effective IB mechanisms to convey their brand messages through internal communication, training, briefing and meeting. It was observed that the overall psychological contract guarantees a partial complementary mediation between internal branding and brand oriented leadership on service recovery performance and turnover intention. The theoretical contributions and managerial implications were discussed in this research. en_US
dc.description.abstract ÖZ: Bu çalışma içsel markalama ve marka-odaklı liderlik modellerinin, çalışanların hizmette iyileştirme performansları ve geridönme niyetleri üzerine olan etkisini psikolojik kontrat ara etkisi (mediator) de dikkate alarak ölçerek empirik model geliştirmektir. Kantitatif bir yaklaşım kullanılarak, anket geliştirilmiş ve KKTCdeki 4 ve 5 yıldızlı otel ön-büro çalışanlarına dağıtılmış ve geri dönütler toplanmıştır. İstatistiksel analizler SmartPLS programı kullanılarak gerçekleştirilmiştir. İstatistiksel analiz sonuçları bize içsel markalama ve marka-odaklı liderliğin psikolojik kontrat üzerine doğrudan ve pozitif etkisi olduğunu göstermiştir. Psikolojik kontrat hizmet iyileştirmesini pozitif ve çalışanların geri dönme niyetlerini ise negatif etkilemektedir. Çalışma sonuçları bize otellerin marka mesajlarını iç iletişim, eğitim, bilgilendirme ve toplantılar aracılığı ile yapabilmek için İçsel Markalama (IB) mekanizmalarının etkin bir şekilde oluşturulması gerektiğidir. Çalışma sonucu bize psikolojik kontrat değişkeninin içsel markalama ve marka-odaklı liderlik değişkenlerinin hizmet iyileştirme ve geri dönme niyetleri üzerinde kısmi etkileme (mediation) yaptığını göstermektedir. Teorik katkılar ve yönetimsel etkiler bu çalışmada tartışılmıştır. en_US
dc.language.iso eng en_US
dc.publisher Eastern Mediterranean University (EMU) - Doğu Akdeniz Üniversitesi (DAÜ) en_US
dc.rights info:eu-repo/semantics/openAccess en_US
dc.subject Employee motivation--Job satisfaction--Hotel Industry--Cyprus, North en_US
dc.subject Organizational behavior--Work Environment--Work--Psychological aspects--Employees--Attitudes en_US
dc.subject Internal Branding en_US
dc.subject Hotel Employees en_US
dc.subject Psychological Contract en_US
dc.subject North Cyprus en_US
dc.subject Work Outcomes en_US
dc.subject Service Recovery Performance en_US
dc.title Effects of Internal Branding on Frontline Employees Work Attitudes and Behaviours: Exploring the Role of Psychological Contract as the Mediator, The Case of North Cyprus Hotels en_US
dc.type doctoralThesis en_US
dc.contributor.department Eastern Mediterranean University, Faculty of Business and Economics, Dept. of Business Administration en_US


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