Multilevel Linking Service Innovation, Service Sweethearting, and Brand Association: The Moderating Role of Sustainable Human Resource Management

Meng-Hsiu Lee, Chan Wang, Tzu-Jung Wu and Ming-Yu Yen

SAGE Open, 2021, vol. 11, issue 1, 2158244020985526

Abstract: This study investigated the effects of incremental service innovation on customer brand association and further explored the multilevel mediating and moderating variables underlying this link. Multilevel analyses of the data were conducted using 374 valid questionnaires from employee–customer paired samples in 68 hospitality companies in China. The research results showed that incremental service innovation (supervisor-reported) explained significant variance in customer brand association (customer-reported). The service sweethearting (employee-reported) fully mediated the relationship between incremental service innovation and brand association. Furthermore, sustainable human resource management (supervisor-reported) positively moderated the relationship between incremental service innovation and brand association. This study originally represents a unique contribution to combine the individual and organizational perspectives of service innovation and further confirms the multilevel-moderating effect of sustainable human resource management that enhances the relationship between service sweethearting and customer brand association. Managerial implications and future research suggestions are presented.

Keywords: incremental service innovation; service sweethearting; customer brand association; sustainable human resource management; multilevel analysis (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/2158244020985526 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:11:y:2021:i:1:p:2158244020985526

DOI: 10.1177/2158244020985526

Access Statistics for this article

More articles in SAGE Open
Bibliographic data for series maintained by SAGE Publications ().