Peer-Reviewed Journal Details
Mandatory Fields
Wallace, E,de Chernatony, L,Buil, I
2013
February
Journal of Business Research
Building bank brands: How leadership behavior influences employee commitment
Published
()
Optional Fields
Banking Brands Employees Leadership behavior Commitment ORGANIZATIONAL COMMITMENT PERCEPTIONS SATISFACTION VALIDITY SABOTAGE KEY
66
165
171
Front line employees are critical to service brand success, as their performance brings brand promises to life. Banking employees, like others, must remain committed to their employers, to live the brand, particularly during periods of economic uncertainty and customer frustration. Employees' commitment influences their brand adoption and brand-supporting behavior during service encounters. Effective leadership fosters employee commitment and brand supporting behaviors. This study examines the nature of employee commitment in banking, distinguishing between affective, continuance and normative commitment. The study explores bank leaders, examining whether initiating structure leader behavior or considerate leader behavior is most effective in encouraging employee commitment. Data from a sample of 438 employees in a leading Irish bank reveals the optimal leadership style for employee commitment. (C) 2012 Elsevier Inc. All rights reserved.
DOI 10.1016/j.jbusres.2012.07.009
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