Murillo, Enrique
Thumbnail Image
Preferred name
Murillo, Enrique
Official Name
Murillo Othón, Enrique Martín
Alternative Name
Murillo Othón, Enrique
Main Affiliation
Web Site
ORCID
Scopus Author ID
56346512100
Researcher ID
D-9169-2018

Research Output

Filters

7
6 1
Reset filters

Settings
Now showing 1 - 7 of 7
No Thumbnail Available
Publication

Why do employees respond to hospitality talent management : an examination of a Latin American restaurant chain

2019 , Murillo Othón, Enrique Martín , King, Ceridwyn

Purpose: In consideration that the purpose of talent management is to attract and nurture productive employees for the benefit of the hospitality organization, this study aims to examine why employees respond in such favorable ways. Recognizing beneficial employee behavior advances a hospitality organization through their ability to deliver an experience that aligns with the promoted brand promise, inspiration is drawn from both the strategic human resource management as well as the internal brand management literature. The power of this approach is illustrated through a survey of employees of a Latin American restaurant chain with a long-standing policy of values-based recruiting, inclusive talent management and progressive people management practices. Design/methodology/approach: Informed by literature, employee perception of their relationship with the organization (i.e., relationship orientation) and alignment with the brand’s values (i.e., brand fit) were considered drivers of favorable employee attitudes and behavior as a result of hospitality talent management practices. These were hypothesized to positively influence employee confidence and motivation as reflected in organization-based self-esteem (OBSE) and brand motivation, which in turn drive employee brand-aligned behavior. A survey measured the variables of interest with the same employees over two time periods, matched using employees’ identification code, resulting in 199 complete surveys. The structural model was estimated using partial least squares (PLS). Findings: Relationship orientation and brand fit were significant drivers of OBSE and brand motivation, respectively. In turn, they had a significant effect on employee brand-aligned behavior. Model estimation complied with all PLS quality criteria. Research limitations/implications: Traditional talent management practices that tend to focus on the transactional benefits of the job/career can be strengthened by leveraging strong organizational relationships as well as engagement with the hospitality brand. In turn, employees have the confidence and motivation to exhibit brand-aligned behavior, a path to competitive advantage, which may also act as a buffer helping employees manage the stress of hospitality jobs. Originality/value: Understanding why employees respond favorably to hospitality talent management practices, beyond simply transactional, monetary reasons, is important to designing relevant and timely initiatives that have the potential to enhance organizational performance. © 2019, Emerald Publishing Limited.

View
No Thumbnail Available
Publication

Enhancing Brand Understanding Through Brand Training: a Conditional Process Analysis of Recent Hires at an Airline

2022 , Murillo Othón, Enrique Martín

Purpose – Within internal branding research, the positive association between employee brand training and brand understanding is well established. However, the boundary conditions of this focal relationship have not been researched to date, and insights about the effect of individual differences would be of significant practical value to service organizations. Accordingly, the purpose of this study is to test the moderating effect on the focal relationship of three key individual differences: age, gender, and customer-contact position. RATheoretical framework – The study is grounded on established constructs and relationships from the internal branding literature. Design/methodology/approach – Data were collected at a Latin American airline using a web-based survey. The sample included 225 recently hired employees. The analysis was performed through conditional process models estimated with the PROCESS macro for SPSS. Findings – Age moderates the focal relationship, with older employees displaying a weaker impact of brand training on brand understanding, which becomes non-significant after the age of 50. For gender, the moderating effect was not significant. Contact position had a significant negative effect on the focal relationship, i.e. brand training had a weaker impact on brand understanding for contact employees compared to non-contact employees. This is attributed to contact employees’ involvement in service encounters, which provides real-world opportunities to learn about the brand above and beyond formal brand training, opportunities which non-contact employees lack. Practical & social implications of research – Training managers in service organizations can use the study results to achieve a greater impact from scarce brand training resources. For gender differences, the findings support a uniform allocation of training resources. For age differences, a differential allocation is advised, with more resources for younger employees, who have lower brand understanding scores and derive a greater impact from brand training. The finding of a diminishing impact of brand training suggests devising alternative means/ opportunities for older employees to enhance their brand understanding. Lastly, the results support allocating more training resources to non-contact employees who, when compared to contact employees, have lower brand understanding scores, exhibit a higher impact of brand training, and have fewer non-training opportunities to learn about the brand. The result generalizability is limited by the sample coming from a single organization. Originality/value – Within the internal branding research there is little examination of moderating effects for established relationships. This study makes an incremental contribution by testing the effect of three relevant individual differences on the relationship between brand training and brand understanding. The results have practical managerial applications. © FECAP.

View
No Thumbnail Available
Publication

Examining the drivers of employee brand understanding: a longitudinal study

2019 , Murillo Othón, Enrique Martín , King, Ceridwyn

The purpose of this study is to extend previous research by using a longitudinal design to examine the differential contribution of brand understanding (BU) drivers at various moments in the early tenure of service employees. Employee BU is a prerequisite of brand promise delivery among service employees. Previous studies, using cross-sectional samples, established that brand-oriented recruitment, training and leadership are significant BU drivers. A three-wave survey was collected from a 105-member panel of recent hires at a restaurant chain that displayed a strong brand culture and adopted internal brand management (IBM) practices. Structural equation models with carryover effects were estimated to measure the impact of BU drivers on Day 1, as well as at four and seven months of tenure. In addition, a latent growth model of BU was estimated using random coefficients modeling.Results show a significant positive effect of IBM practices on BU at each point in time; however, despite this, by the seven month milestone, BU is still not fully developed. As with most organizational longitudinal studies, there was sample attrition because of the high turnover that characterizes the restaurant industry. This attrition is not believed to be correlated with the variables measured in the study. Managers seeking a differentiated customer experience should not assume new hires attain a good understanding of the service brand even after the first seven months of tenure. Hence, brand training and leadership should extend well beyond this time frame. This study is the first, as per the authors’ understanding, to use a longitudinal design to model BU as a dynamic variable because it befits the learning trajectories of new employees.

View
No Thumbnail Available
Publication

Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors

2024 , Murillo, Enrique , Sádaba, Teresa , Mir Bernal, Pedro , Terán-Bustamante, Antonia , López-Sánchez, Oziel

This research aims to empirically examine the internal branding processes implemented by a global sports fashion firm to turn all employees into competent brand ambassadors. Brand-oriented training was hypothesized as an antecedent of salesperson brand identification and brand commitment, which drive brand-aligned behavior, the critical trait of employee brand ambassadors. These hypotheses were tested by surveying 141 corporate and retail employees of a global sportswear fashion brand's regional operations in Mexico. The principal conclusion is that brand-oriented training proves a significant driver of salesperson brand identification. Furthermore, brand identification drives brand commitment and brand-aligned behavior among all company employees, not just salespersons

View
No Thumbnail Available
Publication

Finally Back to Campus? Motivations for Facemask Adoption in the Higher Education Sector

2022 , Morganti, Paolo Riccardo , Terán-Bustamante, Antonia , Murillo Othón, Enrique Martín

The COVID-19 pandemic caused an unprecedented crisis in the higher education sector through campuses closing worldwide. To contain the disease, authorities required their citizens to wear facemasks in public spaces. As universities return to in-person instruction, they will probably require all students to wear facemasks while on-campus. This study examined antecedents of voluntary adoption of facemasks through a survey of students enrolled in Mexico City universities in the Fall of 2020. It was hypothesized that Social Value Orientation (SVO) and Trust would be positively related to facemask adoption. Findings revealed that among students, wearing a facemask reflects distinct conducts depending on the social context. Regression results show that SVO and Trust significantly predict facemask use but only in some contexts, giving partial support to hypotheses. A key implication is that public health communications should avoid general messages recommending facemasks, and craft more nuanced appeals targeting specific social contexts. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.

View
No Thumbnail Available
Publication

Towards a shared understanding of the service experience – a hospitality stakeholder approach

2019 , King, Ceridwyn , Murillo Othón, Enrique Martín , Wei, Wei , Madera, Juan , Tews, Michael J. , Israeli, Aviad A. , Kong, Lu

Purpose: The purpose of this paper is to start a conversation on achieving a shared understanding among hospitality service co-creation participants. Adopting a stakeholder and service eco-systems approach, attention is drawn to the necessity for all service experience participants to have a shared understanding of the service experience and their role within it, for a sustained competitive advantage to be realized. Informed by community of practice (CoP) thinking, a road map of research questions is advanced encouraging insight into a macro level phenomenon that, traditionally, is only ever considered at the micro service encounter level. Design/methodology/approach: A thorough multidisciplinary review of the literature was undertaken, providing an opportunity to present a viewpoint on the strategic implications of providing a sustainable competitive advantage via the hospitality service experience. Findings: To achieve a shared understanding across the Hospitality Service Experience Eco-System, potential tensions among stakeholders are highlighted. Accounting for such barriers, institutional arrangements, combining organizational CoPs that are bridged by designated boundary objects, is advanced. Given the novel approach of applying a traditionally organizational phenomenon at a macro multi-stakeholder level, several research questions are proposed to inform thinking about this neglected perspective. Originality/value: Acknowledging the innovation, agility and resources required to maintain a competitive service experience, the paper emphasizes the importance of adopting a macro perspective to effective service management. The hope is to stimulate academic interest to inform understanding as to how to build this capability as well as enhance practitioner interest in promoting stakeholders’ CoP for the benefit of the entire Hospitality Service Experience Eco-System. © 2019, Emerald Publishing Limited.

View
No Thumbnail Available
Publication

Reimagining attraction and retention of hospitality management talent– A multilevel identity perspective

2021 , King, Ceridwyn , Madera, Juan , Lee, Lindsey , Murillo Othón, Enrique Martín , Baum, Tom , Solnet, David

Through the lens of hospitality, an industry with chronic retention issues, this article seeks to stimulate reflection on labor-intensive industries and how we can reimagine their responses to an evolving labor market environment when seeking to attract and retain management talent. Drawing on identity economics, whereby employees’ identity utility is an important incentive in employment decision-making, the necessity for a multilevel perspective of identity formation is advanced. Positing that employees’ work identity is informed by individual (micro), organizational (meso), and professional (macro) level factors, this perspective illuminates the important role that macro level stakeholders play in employee identity formation, particularly in the hospitality industry. Further, it emphasizes the interconnectedness of levels in shaping an employee's identity and career decisions. Through a series of research questions, a line of inquiry is articulated for the purpose of addressing the challenges of attracting and retaining management talent from a holistic identity formation perspective. © 2021 Elsevier Inc.

View