A M HU"toG CUA MOI TRirtoG TO CHirc DEN HAM VI HO TR0 THlTCJNG HIEU CUA NHAN VIEN TRONG NGAM DICE Vy Lltl TRU TAI NHA TRANG Ph^m Hdng Lidm Truang Bai hgc Khanh Hda Email: phliemIOt@gmail.com H i Huy TuTi Trudng Bai hgc Nha Trang Email: tuuhh@ntu.edu.vn.com; tuu_hohuy@yahoo.com Ngaynhan: 13/9/2016 Ngay n h ^ ban sua: 30/11/2016 Ngay duy?t dang: 25/5/2017 T d m tdt: Cdi thien mdi truang to chuc di thuc day hdnh vi ho tra thuang hieu tich cue cua nhdn viin Id chu de nghiin cdu quan trgng ddi vdi cd giai hgc thuat Idn thuc hdnh Nghien cuu ndy hudng den trd lai cdu hdi; "Ba khia canh vi su hda hap, su cong bang vd tinh ddi mai tiong moi trudng td chirc dnh hudng den long trung thdnh thucmg hiiu vd hdnh vi ho trg thuang hiiu cua nhdn viin? " Ket qud phdn tich dua tren dH lieu tie 207 nhdn vien tai 50 doanh nghiep dich vu luu tni a Nha Trang da khdng dinh vai trd quan trgng cua cdc yeu td ndy Vi vdy, tri sir hda hgp thuc ddy su cdng bang vd ddi mdi ndi bg doanh nghiep cdn dugc chu trgng nhdm ciing cd long trung thdnh thuang hiiu vd tdng cuong hdnh vi hd trg thucmg hieu cua nhdn viin Tir khda: Luu trii mdi trudng td chiic, trung thuong hieu, hdnh vi hd trg thuang hieu Effect of organizational climate on employees' brand supporting behaviors in hotel and resort service industry in Nha Trang city Abstract Improving organizational climate to enhance employees' positive brand supporting behavior has become an important research topic for both scholars and practitioners This study aims t answer a research question: "How three dimensions of harmony, fairness, innovativeness organizational climate affect employee's brand loyalty and supporting behavior? " The research results based on data of 207 employees from 50 hotels and resorts in Nha Trang city confirm the important role of these factors Therefore, maintaining harmony, promoting fairness and innovativeness in an organization should be focused to strengthen employee's brand loyalty an brand supporting behavior Keywords- Hotels and resorts; organizational climate; employee's brand loyalty: brand supporting behavior Gioi thieu jya t^g^^ ^^^ ^^^ ^^ ^.^^ ^^ ^ ^ j^l^-^ ^ j - ^ pj^^^, ^^^ Sy hdi nhap da mang den cho cac doanh nghiep Viet Nam nhieu co hpi nhung cung khdng it thach thirc bao gdm viec giir chan nhan vien CO ky nang Va chuyen mdn cao tao dyng thuong bieu manh thdng qua viec hoan thien khdng ngimg mdi trudng ndi va hp mong mudn tim thay su khac biet chdt Itrgng dich vu tai dilm din (Nguyin Van Manh & Le Chi Cdng, 2013) Vi vay, nhan vien giir vai tro tlien chdt viec hd trg xay dyng thuong hieu ciia td chuc (Kimpakom & Tocquer, 2009) )l ff " t l " ? T ' *' TT '"" " " " ^ * ' ' ' " " "^ (Porter 2008) Trong lirA VTO djch ™ Im, tri,, an tuong cua khach ve chat lucmg dich v u thuong duac ^^ "S'''«" *=*" ', dung vdi chudn muc (Yang & Tsai, 2014) H3a: Sy cong bdng td chiic cd anh hudng tich cue din trung thdnh thuong hidu Ben canh do, hdnh vi ling hd ciia nhan vien bao gdm hanh vi hd trg thuang bigu td chirc cung dugc hinh dua trdn sy cdng bang vd ghi nh$n cua td chiic (Wayne & cdng sy, 2002) vd nilm tin vao thuang hidu cuatd cBiic (Punjaisri & cdng su, 2013) Vi du, su khen thuong cdng bdng dugc tim thdy Id yiu td tag nen nhiing hdnh vi iing hO thucmg hieu cua nguoi lao ddng cac khdch sgn (Shaari & cdng su, 2012) Ngodi ra, ddi xu cdng bdng ciing gdp phdn Cling co mdi quan he giiia nhdn vien vd lanh dao doanh nghiep, gia tang sy tin tudng ciia ngudi lao dpng, tao cac dgng luc nang cao chat lugng dich vu ciia nhan vien (Hon, 2013) Vi chat lugng dich vu la yeu td cdt loi hinh nen thucmg hieu dich vu cua td chiic (Aaker, 2004), gia thuyet tiep theo dugc de nghi: H3b: Su cdng bdng td chiic co dnh hudng tich cue den hdnh vi bd trg thuang hidu 2.1.3 Su doi mai Mdi tmdng td chiic khuyen khich sy ddi mdi la cai ndi hmh nhimg y tudng mdi va sy sang lao de tao eac phat minh, sang che, va tir dd gdp phan tao nen nhiing san pham, dich vy mdi cd y nghia ddi vdi thi tmong (Crespell & Hansen, 2008) Trong mdt td chiic khuyen khich sy ddi mdi, nghien ciiu ciia Zhou & George (2001) cdn cho thay rang tham chi ddi voi nhimg nhan vien chua thda man vdi ket qud cdng viec, bg van san sang tiep tyc lam viec va cd xu hudng tham gia tich cue vao cac boat ddng ddi mdi de cdi thien tinh hinh khdng thuan lgi King & cdng su (2012) ciing chi khuyen khich sy sang tao, chap nhan rui ro cao gdp phan gia tang Idng trung didnh ciia nhan vien doi vdi thuang hieu ciia td chirc Vi vdy: H4a: S\f doi mdi td chirc cd dnh hudmg tich eye din trung thdnh thucmg bieu Ben c ^ d6, mdi tmdng cdng viec khuyen khich sy ddi mdi ludn chii trgng su da d^ing van hda cua nhdn vien, tdn trgng cac y kien khac bi^t va gid tri ca nhan, va khai thac tdi uu tidm nang cua nhdn vien dd hudmg ddn cac gid tri vd myc tieu chung ciia td chiic (Nguyin Huu Lam, 2007) Nhd quan hi ludn cd xu hudmg chgn nhung thdnh vien phii hgp vcri moi tmdng ldm viec, cd thd hda nh^p va nd luc dd thdnh cdng mdi tmdng (Schneider & cdng sy, 1998) Do dd, xay dung va phdt bidn thuong hieu td chiic Id muc tidu chxmg cua doanh nghiep, thi qud trinh ddng hda van hda thuang hidu td chiic Id giai doan bdt budc ddi vdi mgi nhan vien td chiic (Tybout & Calkins, 2005) Vi vdy, mdi hirdng ddi mgi, nghien ciiu ky vgng rdng cac nhdn vien se tiep nhdn cac gid tri va tinb than thuomg hieu td chirc tdt ban, vdi ddng luc lam viSc cao han (Danish & Usman, 2010), va vi vdy thiic ddy cac hdnh vi hd trg thucmg bieu Gid thuyit tiep theo dugc hinh thdnh: H4b: Sy ddi mdi td chirc cd anh huong tich eye din hanh vi hd trg thuong hieu 2.2 Phuffng phdp nghien cuv 2.2.1 Mdu khdo sdt Khao sat chinh thiic dugc thyc hien tir thang 5/2016 din thang 7/2016 Doi bigng khdo sat la cac nhdn vien tryc tiep tiep xiic vai khach tai 50 khach san va kliu nghi dudng (tir den sao) tai Nha Trang Mdi mot khach san hoac khu nghi duong dinh thu nhan vien phan bd theo ty le 1:2:2 cho cac khu vuc tien sanh, an udng va phyc vy khac Tdng cdng mau du dinh la 250 Tuy nhien, nhieu mau tra lot khdng hoan chinb, thyc te chi cd 207 mau hgp le dugc sir dung Co cau mdu gdm 87 Nam Hinh 1: Mo hinh nghien cuu d^ xudt Sd 240 thdng 6/2017 MU'Jk (42,0%) va 120 Nir (58,0%), cdng tac dudi ndm 2.2.2 Thang cdc khdi nigm la 108 ngucri (52,2%), 57 ngudi (27,5%) lam viec c ^ ludng ba khia canh cua mdi tmdng td chiic tu 3-5 nam, va 42 ngudi cd tham nien tren nam (hda ddng, cdng bang va ddi mdi) (Bock vd cdng (20,3%) Phan bd d tiln sanh 45 ngudi (21,7%), an su, 2005), trung thuang hidu va hdnh vi bd tnr udng 78 (37,7%), bd phan khac 84 (40,6%) thuong hidu (Punjaisri & cdng sy, 2009b) dugc diua Bang 1: Ket qua Idem dinh md hinh Irrdng Khai niem ,' .< nhan to Thong k§t 5v hoa dong (Cronbach's alpha = 0,921) '^^ o-'^^ 0,921 0,810 887 817 Nhan vien khdch san/khu nghi dir5ng noi toi lam viec, luon Gin kit voi 0,906 15,710 Quan tSm den 0,844 16,859 Hop tac tot voi 0,866 17,752 Cam nhan 'chiing ta la mot' 0,838 16,592 Su doi m&i (Cronbach's alpha = 0,887) Tai khach san/khu nghi duong noi toi lam viec, luon Khuyen khich nhan vien de xudt y tuong mcri 0,882 13 480 Ddnh gia cao viec thuc hien nhiem vu nhilu nil ro cho du CO thi thdt bai * ' O.'^^a 13,080 Khuyen khich nhan vien tim nhimg each thiic moi dl hoan nhiera vu „ „.,, ^'526 ,., .„ 17,448 Toi tm vao su diing din ciia danh gia ciia lanh dao 0,779 10,852 Toi duoc giao nhiing muc tieu phii hop O303 ^ ] QO9 Lanh dao khong to thien vi nhan vien nao 0,766 10 588 Sv cong bang (Cronbach's alpha = 0,825) Tmng thucmg ht^u (Cronbach s alpha = 0,864) Toi hanh phiic duoc lam vi?c khach san/khu nghi dirong cho din h6t sir nghiep ^'^'^^ 12,214 Vao luc ndy, toi khong co y djnh chuyin din lam viec khach san/khu nghi duong khac 0J96 13,245 T61 CO y dmh tiip tuc lam viec o day, la vi toi nr tin vao n^mg lire cua mmh viec cung cip loi hiia thuong hieu cua khach san/khu nghi duong 804 ' n dm ' '^'^^^ 12,320 Hanh VI ho tro llnimg hieu (Cronbach alpha = 0.882) Chat lugng phuc vu cua toi dap iing nliirng chudn muc thuong hieu cua khach san/khu nghi dirong g25 742 Q gg4 Q ^gg 0,882 T61 luon hoan xuit sic nhiem vu hen quan din hg trg phat tnen thuong tieu 0.^25 12.072 Toi thuc hien hiru hieu loi hiia thuong hieu d6i vdi khach hang 0,882 12,909 T61 luon dap ung nhu cSu da dang cua khach hang theo dung chuan muc thuong hieu 0,770 0,740 Bang 2: Hf s6 tutrng quan giira cac khdi ni§m Khdi nifm Moi tnicmg hoa ddng Mdi tnrdng cong b ^ g 0,468 Mdi tnicmg dfii moi 0,468 0,567 Trung thuang hif u 0,547 0,609 Hanh vi ho tro thuong hieu 0,441 0,630 Ghi chu: cdc tuang quan deu cd y nghia thdng ke a mucy nghia 5% ke tii cdc nghien eijru tnrac day sii dung thang Likert dilm, tii (hoan todn khdng ddng y) den (hoan toan ddng y) De phii hgp vdi bdi canh Viet Nam, cdc muc hdi cau nen cac ludng dugc hieu chinh theo y kien ddng gdp chuyen gia Id cac giang vien thudc lirih vuc tam ly vd hanh vi tieu dung didng qua phdng vdn ca nhdn chuyen sau Nghien cuu so bd dugc thyc hien vdi 30 mdu de kiem tra vd dieu chinh cac thang Ket qua cho thdy cac thang ddu dat dg tin cdy vdi gia tri vugt nguong tdi thieu 0,60 (thdp nhat 0,65) ddi vdi cdc thang da dugc su dyng phd bien (Hair va cdng su, 2010) Mdt sd muc hdi cd miic ddng gdp qua thdp dabi loai bd, mdt sd khac dugc giir l^i sau dieu chinb lai ngi dung cho phu hgp ban Ndi dung cac thang su dung nghien ciiu ndy dugc cho d Bang I 2.2.3 Thu tuc phdn tich Ddu tien, cac thang dugc danh gia bdng he sd Cronbach's alpha, phan tich nhan td khdm pha (EFA), va phan tich nhdn td xac dinh (CFA) de khang dinh tinh dan hudng, gid tri hdi ty vd dd gid tri phan biet ciia cdc thang do, tin cay tdng hgp, vd tdng phuang sai trich Tiep theo, phuong phdp md hinh hda phuang trinh cau tnic (SEM) dugc sii dung de kiem dinh cac quan h? cdu tnic giiia cac khai ni?m md hinh ly thuyet K§t qua va thao lu^n 3.1 Kit qud 3.1.1 Bg tin cdy vd gid tri cua luong Ket qua phan tich EFA cho ket qua phu hgp vgi cau tnic cua thang Md hinh CFA vdi cau tnic Bang 3: Ket qua kiem dinh moi quan he giira cdc khai niem He so dircmg dSn Quan hf P-value Ket luSn 4,093 0,000 Chap nhan 0,264 3,573 0,000 Chdp nhdn 0,029 0,041 0,548 0,583 Bac bo 0,422 0,335 3,799 0,000 S*^?^ nhan 3,608 0,000 *^J?P nhan 3.238 0,001 Chap nhan 0,483 0,629 Bac bo Chira chuan hoa Chuan h6a Hanh vi ho Iro thirong hieu 0,290 0,401 Hoa dong Trung thircmg hieu 0,259 Hoa dong Hanh vi ho trg thuong hieu Cong bang Trung thuong hieu Cong bang Hanh vi ho tro thuong hieu Doi mm Trung ihanh thuong hieu Doi moi Hanh vi ho trg thirong hieu Trung thuong hi?u , Gin chii: x2 (109)= 183,349 (p = 0,000), CFl = 0,968, TLI = 0,960 GFI = (1.907, RMSEA = 0,058 Sd 240 thdng 6/2017 li'J'liallni'ii khai niem cung the hien sir phu hop l^t vdi dft li|u (CFI = 0,968; TLI = 0,960; GFI = 0,907; RMSEA = 0,058) Trong s6 nhan t6 ciia tSt ca cac khai ni?ni deu dat gia tri cao (> 0,752), ciing nhu phmmg sai trich (pJ dat tii 0,740 dta 0,817, dp tin cay t6ng hpp (p^) tii 0,825 dgn 0,921 Cu6i ciing, bmh phuong h^ so tuong quan giiia cap hai khai niem (Ion nhat li 0,656^ = 0,430) nho hem phuong sai trich ciia timg khai niem (nho nhSt la 0,740) Nhu vay, cac thang dat gia tri hgi tu, phan biet va tin cay (Bagozzi & Yi, I988)(xemBanglva2) 3.1.2 Ddnh gid cdc quan he cdu tnic vd Idem dinh cac gid thuyet Ket qua kiem dmh mo hinh bSng SEM cho a Bang the hien sir phu hop cua mo hint, voi dii lieu (CFI = 0,968; TLI = 0,960; GFI = 0,907; RMSEA = 0,058) Theo d6, ca ba khia canh cua mdi truong to chuc deu co anh huong tich cue, va giai thich duoc 50,2% su thay d6i ciia bien trung thdnh thirang hieu Tiep theo, biln trung thdnh thirang hieu va cdng bdng CO tac dpng tich cue din biln hdnh vi ho tr(r thuang hieu, va giai thich duoc 51,8% su biln thien cua bien Kit qua ung hQ cac gia thuyit H1, H2a, H3a, H3b, H4a Tuy nhien, hai gia thuyit H2b va H4b khong dupe ung hp cac tac dpng true tilp ciia chiing len hdnh vi ho tra thuang hieu khong co y nghTa thong ke 3.2 Thdo luan Nghien ciru da chi miic dp anh huong cua cac khia canh cong bang, hoa hpp, va dii moi cua moi truimg to chiic Uong viec hinh long trung thuong hieu ciia nhan vien, ding thoi giai thich su anh huong ciia cac nhan tl din lianh vi hi Up thuong hieu ciia nhan vien linh vuc luu tni tai Khanh Hoa Mac du hai khia canh hoa ding va doi moi khong true tilp tac dpng din hanh vi hi trp thuong hieu, nhung gop phln hinh long trung thuong hieu cua nhan vien, qua tiic dpng gian tilp din hanh vi hS trp thuong hieu Ket qua da neu bat tim quan trpng cua viec xay dung mm truong tl chuc that su cac khach san khu nghi duong Do la moi tradng nuoi duong long trung thanh, va hinh hanh vi hi tro thuong hieu ciia nhan vien (Danish & Usman, 2010) Dac biet, nghien cuu da cung d p chung cii quan trpng ve vai tro cua su hoa ding, cong bSng, va doi moi doi vol hanh vi ho trp thuong hieu Day la khai mem kha moi, va vice kham pha cac yin tl co anh huong da nhan dupe nhieu su tranh luan cua eac he gia (Punjaisri & cSng sir, 2009a, 2009b) Kit qud thi hien su tuong ding vdi nghi6n ciiu ciia Bunnami & cong sv (2009), Punjaisri & cong su (2009a, 2009b), va Shaari & cong sir (2012) ve anh huong true tiep ciia tnmg thdnh thuong hieu din hanh vi h i trp thuong hi?u ciia nhSn vien Day la dpng lire dl nhan vidn c6 thi dat dupe miic chat lupng phuc vu tot nhSt, dap ling dupe nhimg chuan muc thuong hieu ciia to chuc, nhihig yeu can da dang ciia khach hang, qua thuc hien Idi hiia thuong hieu dii voi khach hang (Baker & cpng su, 2014; Burmann & cpng su, 2009) Phat hien ciia nghien ciiu la quan trpng cho cac don vj cung cap dich vy, vi khach hang luon huong den nhimg su khac biet, doc dao ciia dich vu cua doanh nghiep dupe cung cSp boi ngudi phuc vu Dong thcri, nhirng Uai nghiem md ngudi lao dOng cd dupe thong qua hanh vi ho trp thuong hieu se giiip hp CO dii nang luc de chii dpng nhan dien va dii mat vdi mpi tro ngai, tim giai phap thich hpp va ndm bat dupe CO hpi Uong cac tinh hulng Viec danh gia diing vai U6 ciia nhan vien phyc vu Uong quy trinh cung clip dich vu; ngudi phuc vu chinh la "thuong hieu sing" cua tl chiic, la ngudi Unyin tai thucmg hieu dich vu din vdi ngudi tieu diing Cong tac quan tri nguin nhan luc cin thilt lap cac quan he tich cue tai noi lam viec, tao moi trudng to chiic hoa dong, cong bjng dl khuyin khieh cho su se chia tri thiic, co hpi hpc hoi cho ngudi lao dpng, tao dilu kien cho hp phat huy nang luc, hanh vi Uong viec truyin tai thuang hieu din khach hang Vi vay, nghien ciin da tao su hiiu biit tit hon viec giS vimg va lan tda ban sic thuong hieu thong qua su hda hpp, cong bing, va doi mdi moi trudng tl chiic vdi hanh vi ho n-p thuong hieu, vdi su truyen dan cua trung thuong hieu cua ngudi lao dpng cac co sd luu tni Ket luan va han che Bai Viet da kham pha nhimg anh hudng tich cue ciia cac nhan tl mdi trudng tl chirc viec thuc day hanh vi ho trp thuong hieu cua nhan vien Dupe danh gia ddng niing luc, duoc kit ndi vdi ding nghiep, dupe khuyin khich thay dli cho su phat tnen la nhiing chit lieu tao dung long tmng'thanh thuong hieu eua nguoi lao dpng cac co sd luu tra Tir dd, lao co sd niem tin cho hanh vi tich cue thuc hien loi hiia thuong hieu chuyin tai hinh anh thuong hieu den gan hon vdi cpng ddng, va dinh vi dupe tam tri cia khach hang Kdt qua da gdp phin quan trpng cho sir hiSu biit tdt ban, lam sang td ban vl bdn chSt cua yh trung thuang bieu, va hanh vi h5 tra thuang hieu ctia nhan vien to chuc t6 moi ttuong td chuc: khdng chi dung lai a miic B6n canh nhung ket qua dat dugc, nghien cthi van d6 anh huong d^n y dinh chia se tri thiic (Bock & nbiing han ch6 nhSt dinh Tru6c het la mau cpng su, 2005), bay tao dong luc lam viec (Danish nghien cihi khong hoan toan dai dien cho ITnh vuc & Usman, 2010), ma d mot muc cao hon, thuc luu fru d Nha Trang, chi khao s^t 50 khach san va hign cac hanh vi hd trgf diuong hieu D6 la nen tang khu nghi duong KSt qua ciing chua phan tich cho d6 nguai lao dong phdt huy h6t kha nang, nang luc bing lo^i hinh luu hTJ, hay hang ciia bjng ca sa cua minh thdng qua nhiing hanh dpng tich cue nham Mot sd nh§n t6 mang tinb dac thu khdc (ngoai hoa lan toa ban s5c thuang hieu cua to chu-c, va dinh vi dong, cdng bdng, ddi mdi) moi tnrang to chiic tam tri khach hang Nghien ciiu ciing lam ro cua nganh dich vu luu tni ciing chua dugc bao gom han ban chSt cua cac mdi quan he v6n chua duoc nghien ciiu (vi dy: su chan thanh, coi mo, kham pha diy du b-ong cac nghien ciiu truoc, giiia cac chuin muc) Nhung ban che la goi y cho moi tnrang td chiic (hoa d6ng, cong bing, ddi moi), huong nghien cuu tiep theo tuong lai T^i liSu tham khao Aaker, D.A (2004), 'Leveraging the coq^orate Brand', California Management Review, 46(3), 6-18 Ayupp, K & Chung, T (2010), 'Empowerment: Hotel employees' perspective' Journal ofIndustrial Engineering and Management, 3(3), 561-575 Bagozzi, R.P & Yi, Y (1988), 'On the evaluation of structural equaUon models' Journal of Academy of Marketing Science 16(1), 74-94 Baker, T.L., Rapp, A., Meyer, T & Mulluis, R (2014), 'The role of brand communications on front line service employee beliefs, behaviors and performance' Journal of the Academy of Marketing Science, 42, 642-657 Bock, G.W., Zmud, R.W., Kim, Y.G & Lee, J.N (2005), 'Behavioral intention formation in knowledge sharing Examining the role of extrinsic motivators, social psychological forces, and organizational climate', MIS Quarterly, 29i\),87-U[ Burmann, C & Zeplin, S (2005), 'Building brand commitment: A behavioral approach to intemal brand management' Journal of Brand Management, 12(4), 279-300 Burmann, C , Zeplin, S & Riley, N, (2009), 'Key determinants of intemal brand management success an exploratory sm^irical analysis', Joumal of Brand Management 16(4), 264-284 Chiang, H.H., Chang, A & Han, T.S (2012), 'A multilevel investigation of relationships among brand-centered HRM, brand psychological ownership, brand citizenship behaviors, and customer satisfaction', European Journal of Marketing 46(5), 626-662 Crespell, P & E Hansen, E (2008), 'Work climate, mnovaliveness, and finn performance In search of a conceplual framework', Canadian Journal of Forest Research, 38, 1703-1715 Cummings T.G & Worley C G (2005), Organization development and change 8'" Ed Thomson South-Weslern, USA Danish, R Q & Usman, A (2010), 'Impact ofreward and recogniUon on job satisfaction and motivation An empirical study from Pakistan', International Joiu nai of Business and Management 5(2), 159-167 DeConinck, J , Johnson, J & Busbin, J (2012), 'The effect of organizational justice on salespersons Perceived ethical climate, organizational commitment and mmover intentions', GSTF Journal on Business 2(2), 57-64 Duncan,? & Herrera, R (2015), 'Collectivism and religious affiliation as predictors of the multidimensional measure of leader-member exchange (LMX-MDM)', Journal ofDivei.stly Management I0( I), I -12 Hair J.F.Jr, Black, W C , Babin, B.J & Andeison, R E (2010) Multivariate Data Ana!} si5 Seventh Edilion, Peai son Prentice Hall Helm S.V Renk U-&Mishra,A (2015), 'Exploring the relationship belwcen brand piide buind idcnlifiLittion and brand citizenship behavior of employees", AMA Wnuer EduccUors •Con/ercm t- PUK eeding.s \\l-.\ \ S ^ 240 thdng 6/2017 lOi ' ;, •.,, j|.|| Herrera, R., Duncan, RA., Green, M., Ree, M & Skaggs, S.L (2011), 'Organizational culture as a predictor of organizational diversity practices' The Business Journal of Hispanic Research, 5(1), 73-85 Hon, A.H.Y (2013), 'Does job creativity requirement unprove service performance? A multilevel analysis of work stress and service environment', Intemational Journal of Hospitality Management, 35, 161-170 Kimpakom, N & Tocquer, G (2009), 'Employees' commitment to brands in die service sector: Luxury hotel chams in Thailand', BrandManagement.l6(,Z), 532-544 Kmg, C & Grace, D (2010), 'Building and measuring employee-based brand equity', European Journal of Marketing 44(7/8), 938-971 King, C , Grace, D & Funk, D.C (2012), 'Employee brand equity: Scale development and validation' Journal of Brand Management 19(4), 268-288 Machtiger, B (2004), 'Beware pitfalls that kill brandmg efforts' Marketing News 38(4), 21-22 Moran, E.T & Volkwem, J.F (1992), 'The cultural approach to the formation of organizational climate' Human Relations, 45(1), 19-47 Mowday, R.T., Steers, R.M & Porter, LW (1979), 'The measurement of organizational commitment' Journal of vocational behavior, 14(2), 224-247 Nguyen Huu Lam (2007), Hdnh vi id chdc NXB Thdng ke Ha Noi NguylnVanM^nh&L6 Chi Cong (2013), 'Ch3t luong diSm dSn: nghiSncihi so sanh giua hai th^nh phd du lich biln Viet Nam', Tgp chi Phdt triin kinh ti, 269(3), 2-10 Porter, M.E (2008), 'The five competitive forces that shape strategy' Harvard Business Review, 86(1), 79-93 Punjaisri, K & Wilson, A (2011), 'Internal branding process: Key mechanisms, outcomes and moderating factors', European Journal of Marketing, 45, 1521-1537 Punjaisri, K., Evanschitzky, H & Wilson, A (2009a), 'Internal branding: an enabler of employees' brand-supporting behaviors' Journal of Service Management, 20(2), 209-226 Punjaisri, R., Wilson, n & Evanschitzky, H (2009b), 'Internal brandmg to influence employees' brand promise delivery, a case smdy in Thailand', Journal of Service Management 20(5), 561-579 Punjaisn, K., Evanschitzky, H & Rudd, J, (2013), 'Aligning employee service recovery performance with brand values: The role of brand-specific leadership', yowma/o/il/trri(:e;;>igA/a«ag-eme«r, 23, 981-1006 Schlager, T., Bodderas, M., Mass, R & Cachelin, J.L (2011), 'The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation' Journal of Services Marketing 25(7) 497508 Schneider, B , Smilh, D B Taylor, S & Fleenor, J (1998), 'Personality and organizations: A test of the homogeneity of personality hypothesis' Journal of Applied Psychology, 83(3), 462-470 Shaari H., Salleh, S.M & Hussm, Z., (2012), 'Relationship between brand knowledge and brand rewards, and employees' brand citizenship behavior: The mediating roles of brand commitment' International Journal of Business and Society: 13(3), 335-354 Spreitzer, G , Porath C & Gibson, C (2012), 'Toward human sustamability: How to enable more thriving at work', Oiganizational Dynamics, 41, 155-162 Susskind, A.M., Kacmar, K.M & Borchgrevink, C.R (2007), 'How organizational standards and coworkers support improve restaurant service', Cornell Hotel and Restauram Administration Quarterly, 48(4), 370-80 Tybout, A M & Calkins, T (2005), Kellog on branding New Jersey: John Wiley & Sons, Inc Wayne SJ., Shore, L M Bommer WH & Tetrick, L.E (2002), 'The role of fair treannent and rewards in perceptions of organizational support and leader-member exchange' Journal ofApphed Psychology 87(3) 590-598 Yang, FH & Tsai, K.C (2014) 'The influences of ethical climate on tumover intention: The mediating role of emotional International Journal of Organizational Innovation, 6(4), 72-89, Zhou J & George J.M (2001) "UTienjob dissatisfaction leads to creativity: encouraging the expression of voice' Academy oJ Management Journal 44 682.696 So 240 thdng 6/2017 II|T i • , , „, , , ... mdi trudng lam viec ddi vdi hanh vi hd trg thuang hieu va long trung thdnh thucmg hieu cua nhan vien bdi cdnh dich vu luu tru tai thdnh phd Nha Trang Trong linh vuc nay, nhan vien cd mdt vai... Burmann & Zeplin (2005,282), hdnh vi hd trg thucmg bieu cua nhan vien "la mdt khai ni^m tdng thd md ta cac hanh ddng chung nhdt cua nhan vien, viec nang cao kha nang nhan dien cua thucmg hieu td chirc,... cua nhdn viin Trung thuang hieu ciia nhan vien "la tinh tu nguyen, san sang ciia nhan vien tiep tuc d lai vdi td chiic" (Punjaisri & cdng su, 2009b, 567) Tmng thucmg hieu eiia nhan vien gdp phan