Significance of Professional Experience in the Internal Branding Interventions of Service Organizations

Abstract

This empirical research explores the significance of internal branding in upholding the brand knowledge of the professionals in service industry. In this regard the study sheds light on the internal branding practices referring to the professional experience of the employees from the service organizations in Dhaka city. Non-probability judgmental sampling was applied to collect primary data by surveying I 03 respondents with structured questionnaire. The analysis incorporated basic descriptive statistics and cross tab analysis. The research findings reveal that internal branding interventions in service firms are essential to develop employees' perception and commitment about the organizational brand values. Hence, with enriched professional experience the employees become more concerned about sharing the brand knowledge within their organization. In view of this, this study contributes to the service marketing literature by highlighting the rationale of internal branding in service industry to nurture and synchronize the employees' behavior in harmony with the organizational branding interventions.