Title Page
Contents
ABSTRACT 14
국문초록 16
CHAPTER 1. INTRODUCTION 18
1.1. Research Background 18
1.2. Need for Research 20
1.3. Research Purpose 30
1.4. Research Method 31
CHAPTER 2. LITERATURE REVIEW 33
2.1. Internal Marketing 33
2.2. Internal Branding 34
2.3. Definition of research construct 43
2.3.1. Internal Customer Orientation 43
2.3.2. Emotional Exhaustion 48
2.3.3. Brand Identification 54
2.3.4. Brand Commitment 58
2.3.5. Brand Citizenship Behavior 64
2.3.6. Service Performance 73
2.4. Hypotheses Development 78
2.4.1. Internal Customer Orientation's Effects 78
2.4.2. Moderating Effect of Emotional Exhaustion 81
2.4.3. Brand Identification's Effects 85
2.4.4. Brand Commitment's Effects 88
2.4.5. Brand Citizenship Behavior's Effects 92
2.4.6. Mediating Effect of Brand Identification and Brand Commitment 95
CHAPTER 3. RESEARCH METHODOLOGY 100
3.1. Research Model 100
3.2. Research Method 101
3.2.1. Internal Customer Orientation 103
3.2.2. Emotional Exhaustion 106
3.2.3. Brand Identification 107
3.2.4. Brand Commitment 108
3.2.5. Brand Citizenship Behaviors 110
3.2.6. Service Performance 112
CHAPTER 4. DATA ANALYSIS AND RESULTS 113
4.1. Descriptive statistics of the study sample 113
4.2. Evaluation of scale reliability 116
4.3. Common Method Bias Test 122
4.4. Confirmatory Factor Analysis 124
4.4.1. Evaluate the Overall Fit of the Model 124
4.4.2. Composite Reliability (CR) And Average Variance Extracted (AVE) Assessment 127
4.4.3. Convergent Validity Assessment 128
4.4.4. Discriminant Validity Assessment 129
4.5. Test the Research Model and Research Hypothesis 132
4.5.1. Formal Theoretical Model Testing 132
4.5.2. Moderating Effect of Emotional Exhaustion 135
4.5.3. Verification of Mediating Effects of Brand Identification and Brand Commitment 140
CHAPTER 5. CONCLUSION 143
5.1. Conclusion 143
5.2. Implications of the Study 146
5.2.1. Theoretical Implication 146
5.2.2. Practical Implication 149
5.3. Limitation and Future Research 152
REFERENCES 156
APPENDICES 185
APPENDIX QUESTIONNAIRE 185
APPENDIX MEASUREMENT 200
[Table 2-1] Definitions of internal branding 35
[Table 2-2] Components in previous studies on Internal Branding 39
[Table 2-3] Outcomes of Internal Branding 41
[Table 2-4] Definitions of Internal Customer Orientation 44
[Table 2-5] Definitions of Emotion Exhaustion 50
[Table 2-6] Definitions of Brand Identification 54
[Table 2-7] Definitions of Organizational Commitment 60
[Table 2-8] Definitions of Brand Citizenship Behavior and related concepts 67
[Table 2-9] Definitions of Service Performance 74
[Table 3-1] Constructs and measurement tool 102
[Table 4-1] Characteristics of the Respondents(N=387) 114
[Table 4-2] Descriptive Analysis Summary 115
[Table 4-3] Initial internal consistency of scale 118
[Table 4-4] Model fit indices 124
[Table 4-5] Composite reliability (CR) - Average Variance Extracted (AVE) and Cronbach Alpha 127
[Table 4-6] Test of composite reliability, average variance extracted, discriminant validity (Fornell Larcker criteria) 131
[Table 4-7] Path Analysis Results 134
[Table 4-8] Examine the moderator role of Emotional Exhaustion 136
[Table 4-9] Interaction between ICO and EE 138
[Table 4-10] Mediating effect of Brand Identification 140
[Table 4-11] Mediating effect of Brand Commitment 141
[Table 4-12] Results of mediating effects 142
[Figure 3-1] Research model 100
[Figure 4-1] Confirmatory Factor Analysis results. 126
[Figure 4-2] SEM results of the theoretical model 133
[Figure 4-3] Moderating effects of Emotional Exhaustion 135
[Figure 4-4] Interaction between Internal Customer Orientation and Salesperson's Emotional Exhaustion 139