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Shabnam Ayrom published in Service Industries Journal

Posted by Perceptive Team - 16 July, 2020

Perceptive's research analyst, Shabnam Ayrom, has had her co-written paper 'Effects of internal branding and brand-oriented leadership on work-related outcomes' published in the Service Industries Journal. 

The paper explores internal branding and brand-oriented leadership in the hotel industry. Because previous studies in this area have mostly focused on Western nations (primarily in the US, UK and Europe) Shabnam and her co-author, Mustafa Tumer, investigated the topic from an Eastern viewpoint, surveying employees from 4- and 5-star hotels in Northern Cyprus.

This article provides an insightful read on the relationship between internal branding, brand-oriented leadership and the oft unwritten agreements between employers and employees (such as onboarding and service/product training in return for effective customer service).

With takeaways on how managers can improve employee retention and service delivery with the right leadership, internal processes and employee experience initiatives, it is a must read for any business looking to lift its customer experience game. 

You can read the abstract or purchase the paper in full here.

Topics: In the news, Team news


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