Employee engagement in boutique hotel brand value co-creation: An empirical study in Vietnam

While employee engagement is known as an important driver of business performance, very few studies identify context-specific manifestations of employee engagement in boutique hotel industry. Drawing on the service-dominant logic and dual process theory, this study investigates both experiential and rational factors driving employee engagement in service brand value co-creation. Data collected from 570 employees working in boutique hotels showed that internal brand training, external brand communication on social media, and transformational leadership drive employee perceived service climate which, in turn, triggers employee engagement in brand value co-creation. Further, the relationships are moderated by organizational tenure.