بررسی تاثیر خود رهبری و هویت نقش بر رفتار شهروندی برند با تاکید بر دانش، تعهد و اعتماد برند در صنعت هتلداری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیات علمی گروه مدیریت بازرگانی دانشگاه شاهد

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه غیاث الدین جمشید کاشانی

3 دانشجوی دکتری مدیریت صنعتی، دانشگاه یزد

10.22051/bmr.2024.44838.2503

چکیده

رفتار شهروندی برند نشان می‌دهد سازمان‌هابه رفتار داوطلبانه کارکنان و همچنین مسئولیت‌های شغلی آن‌هانیاز دارند. مدیران باید پیامی مثبت از تصویر برند خود به مشتریان ارائه دهند که این امر از طریق برندسازی داخلی قابل حصول است. رفتار شهروندی برند مستلزم تلاش مشترک بازاریابی و مدیریت منابع انسانی در طول زمان صرف شده برای برندسازی است. لذا هدف این پژوهش بررسی تاثیر خود رهبری و هویت نقش بر رفتار شهروندی برند با تاکید بر دانش، تعهد و اعتماد برند می‌باشد. جامعه آماری پژوهش را کارکنان هتل‌های سه و چهار ستاره در شهر تهران تشکیل می‌دهند که با استفاده از فرمول کوکران به تعداد 384 نفر تعیین شد. در این پژوهش از روش نمونه‌گیری تصادفی سیستماتیک استفاده شد. برای تعیین روایی پرسشنامه‌ از روایی همگرا استفاده شده است. پایایی پرسشنامه‌ به کمک نرم‌افزار تحلیل آماری Smart pls 3 بررسی و مقدار ضریب آلفای کرونباخ بزرگ‌تر از 7/0 به‌دست آمد که نشان پایایی قابل قبول آن است. جهت تجزیه و تحلیل داده‌ها از آزمون‌های تحلیل عاملی تاییدی، میانگین واریانس استخراج شده و حداقل مربعات جزئی استفاده شده است. نتایج تحقیق حاکی از آن است که خود رهبری بر دانش برند و هویت نقش تاثیر معناداری دارد. همچنین مشخص شد که هویت نقش بر تعهد برند تاثیر معناداری دارد. دانش برند نیز بر تعهد برند تاثیر معناداری دارد. نهایتا مشخص شد که تعهد برند بر اعتماد برند و رفتار شهروندی تاثیر معناداری دارد. همچنین اعتماد برند نیز بر رفتار شهروندی تاثیر معناداری دارد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the effect of self-leadership and role identity on brand citizenship behavior with an emphasis on brand knowledge, commitment and trust in the hotel industry

نویسندگان [English]

  • Ebrahim Zarepour Nasirabadi 1
  • Mohammadreza Sorourian 2
  • Mahdieh Rofoogarzadeh 3
1 Assistant Professor in Business Management, Shahed University
2 Master's student in Business Administration, Ghiyasuddin Jamshid Kashani University
3 PhD student of Industrial Management, Yazd University
چکیده [English]

Brand citizenship behavior shows that organizations need employees' voluntary behavior as well as their job responsibilities. Managers should present a positive message of their brand image to customers, which can be achieved through internal branding. Brand citizenship behavior requires the joint effort of marketing and human resource management during the time spent on branding. Therefore, the purpose of this research is to investigate the impact of self-leadership and role identity on brand citizenship behavior with an emphasis on brand knowledge, commitment and trust. The statistical population of the research consists of employees of three and four-star hotels in Tehran, which was determined by using Cochran's formula to the number of 384 people. In this research, systematic random sampling method was used. Convergent validity was used to determine the validity of the questionnaire. The reliability of the questionnaire was checked with the help of Smart pls 3 statistical analysis software and the value of Cronbach's alpha coefficient was greater than 0.7, which indicates its acceptable reliability. In order to analyze the data, confirmatory factor analysis tests, average variance and partial least squares were used. The research results indicate that leadership itself has a significant impact on brand knowledge and role identity. It was also found that role identity has a significant effect on brand commitment. Brand knowledge also has a significant effect on brand commitment. Finally, it was found that brand commitment has a significant effect on brand trust and citizenship behavior. Also, brand trust has a significant effect on citizenship behavior.

کلیدواژه‌ها [English]

  • self-leadership
  • role identity
  • brand citizenship behavior
  • brand knowledge and commitment
  • brand trust

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