A Study on Comparison Between Café De Coral’s Corporate Identity and Its Corporate Image

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For the employee in the managerial level, the career prospect highly concerns. Due to the low mobility in the managerial level, there is lack of promotion opportunity among the employees. The morale of the manager is then remained low.

The employees in both level also said that there is no channel for them to express their ideas or suggestions to the company and the top management level have poor understanding to what the frontlines exactly want.

To conclude, the low morale among the employees affected the service provided for the customers that they cannot bring the “100 marks service” as the CDC ‘s slogan i)to ensure the continued happiness of their a)customers.

According to the one-sided negative opinion from the interviewee, it can obviously show the CDC is failed i)to ensure the continued happiness of their b)staff under a stressful working environment with no incentive and channel to voice their opinion.

The CDC is also unable to provide their staff with a good quality of life on both social, health and financial aspects. A good CSR cannot be adopted tells the CDC is no capable of ii)benefiting the communities.

The study may not be comprehensive enough since it covers a little coverage among the related stakeholder, yet it can get the more complex opinions that it may hardly indicated on a quantitative methodology.

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Reference

- Piotr Kafel , Marti Casadesus , (2016) "The order and level of management standards implementation: Changes during the time", The TQM Journal, Vol. 28 Iss: 4, pp.636 - 647

- Alessandri, S. W. (2001). Modeling corporate identity: A concept explication and theoretical explanation. Corporate Communications: An International Journal, 6(4), 173-182.

- Gregory, A. (2007). Involving Stakeholders in Developing Corporate Brands: the Communication Dimension . Journal of Marketing Management, 23 (1-2), 59-73.

investigation

- The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation

Schlager, Tobias, Bodderas, Mareike, Maas, Peter, Luc Cachelin, Joël

Journal of Services Marketing 2011 25:7 , 497-508

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