Understanding Chinese Hospitality Industry Employee Satisfaction and Marketing Performance from a Confucian Perspective

Abstract

ABSTRACT Our Confucian corporate brand personality construct is based on the idea of a “Junzi” (noble man) in the Chinese Confucian philosophy. Using hospitality service providers in Hong Kong as samples, we tested the relationships between Confucian corporate brand personality, employee satisfaction and market performance. Two models were tested. The multiplicative model for Confucian corporate brand personality is found to be better than the additive model in predicting marketing performance. This study also shows that there is a full mediation effect with employee satisfaction being the mediator of the relationship between Confucian corporate brand personality and marketing performance.