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Building bank brands: How leadership behavior influences employee commitment

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  • Wallace, Elaine
  • de Chernatony, Leslie
  • Buil, Isabel

Abstract

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.

Suggested Citation

  • Wallace, Elaine & de Chernatony, Leslie & Buil, Isabel, 2013. "Building bank brands: How leadership behavior influences employee commitment," Journal of Business Research, Elsevier, vol. 66(2), pages 165-171.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:2:p:165-171
    DOI: 10.1016/j.jbusres.2012.07.009
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    References listed on IDEAS

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    2. Munwar Hussain Pahi & Kamal Ab. Hamid & Nighat Moin, 2017. "Review Paper on the Commitment to Service Quality and Relationship with other Constructs," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(11), pages 765-775, November.
    3. Dean, Dianne & Arroyo-Gamez, Ramon E. & Punjaisri, Khanyapuss & Pich, Christopher, 2016. "Internal brand co-creation: The experiential brand meaning cycle in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3041-3048.
    4. Lau, Patricia Yin Yin & Tong, Jane L.Y. Terpstra & Lien, Bella Ya-Hui & Hsu, Yen-Chen & Chong, Chooi Ling, 2017. "Ethical work climate, employee commitment and proactive customer service performance: Test of the mediating effects of organizational politics," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 20-26.
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    6. Allal-Chérif, Oihab & Makhlouf, Mohamed, 2016. "Using serious games to manage knowledge: The SECI model perspective," Journal of Business Research, Elsevier, vol. 69(5), pages 1539-1543.
    7. Abdullah J. Sultan, 2022. "Aligning employees’ work engagement and behavioral performance with internal branding: the missing link of employees’ perceived brand authenticity," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(1), pages 52-64, March.
    8. Sean McCoy & Peet Venter, 2016. "Corporate brands as catalysts in times of change: Lessons from a South African bank," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 38-54, January.
    9. Jekelle, Helen Elena, 2021. "Leadership Styles Dimensions and Organizational Commitment Nexus: Evidence from a Public Sector in Nigeria," OSF Preprints djkqz, Center for Open Science.
    10. Elizabeth Chinomona & Tebogo Mofokeng, 2015. "The Influence Of Workplace Condition And Employee Satisfaction On Employee Commitment In South African," Journal of Social Sciences (COES&RJ-JSS), , vol. 4(1), pages 649-663, January.
    11. Anne-Laure P. Winkler & Jill A. Brown & David L. Finegold, 2019. "Employees as Conduits for Effective Stakeholder Engagement: An Example from B Corporations," Journal of Business Ethics, Springer, vol. 160(4), pages 913-936, December.
    12. Lual Daniel Kur & Niu xiongying, 2020. "How Chinese Expatriates Transformational Leadership affect the Employees Performance: mediating and moderating roles," International Journal of Science and Business, IJSAB International, vol. 4(8), pages 92-112.
    13. Muhammad Sanaullah Shah & Cisheng Wu & Zia Ullah, 2021. "The Inter-Relationship between CSR, Inclusive Leadership and Employee Creativity: A Case of the Banking Sector," Sustainability, MDPI, vol. 13(16), pages 1-17, August.
    14. Elizabeth Chinomona & Tebogo Mofokeng, 2015. "The influence of workplace condition and employee satisfaction on employee committee in South African Companies," Journal of Business & Management (COES&RJ-JBM), , vol. 3(2), pages 356-369, April.
    15. Rafael Bravo & Jorge Matute & José M. Pina, 2016. "Corporate identity management in the banking sector: effects on employees’ identification, identity attractiveness, and job satisfaction," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 687-714, December.
    16. Lu, Chia-Mei & Chen, Shyh-Jer & Huang, Pei-Chi & Chien, Jui-Ching, 2015. "Effect of diversity on human resource management and organizational performance," Journal of Business Research, Elsevier, vol. 68(4), pages 857-861.
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    18. Iuga Iulia, 2014. "Career Management In The European Banking System," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 9(1), pages 54-61, June.
    19. Yuliya Frolova & Monowar Mahmood, 2019. "Variations in employee duty orientation: impact of personality, leadership styles and corporate culture," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 9(4), pages 423-444, December.

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