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V. Madhusudhan Goud

Exploring the Nexus Between Internal Branding and Front-line Employees Performance in Indian Public Sector Banks: Serial Mediation Approach - P.580-591

Abstract
This research investigates the underpinning mechanism stating how internal branding influences front-line employee performance. Specifically, it investigates the mediation and serial mediation effects of work engagement and job satisfaction between internal branding and organizational citizenship behaviours towards customers (OCBC) from 623 front-line employees within public sector banks of India. Results indicate that work engagement and job satisfaction fully and serially mediate between internal branding and OCBC. Job satisfaction only fully mediates the link between internal branding and OCBC. The research provides valuable insights to academicians and bank managers to adopt internal branding and leverage OCBC through work engagement and job satisfaction.

Subjects--Facted Index Terms:
Internal Branding
Work Engagement
Job Satisfaction
Organizational Citizenship Behaviours towards Customer (OCBC)
Front-line Employees