Assessment of brand values delivery by employees to customers: an internal perspective. A qualitatitive case study on the example of Norwegian Coastal Express

Abstract

This research paper explores an internal perspective on employee awareness of company’s brand values and attempts to establish how employees that have direct customer contact deliver on these brand values to customers. A case study research strategy was applied to collect and analyze qualitative data. This research was conducted with participation of Norwegian Coastal Express Hurtigruten ASA. Participants of the study included Representatives of Management of on-land organization responsible for marketing and sales, product development, hotel operations, and internal branding as well as employees of sea-based organization taking different positions. The study was aimed at assessing employees’ awareness of their company’s brand values and exploring its reflection in the employees’ delivery of company’s brand promise to customers.