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Customer orientation of service employees Its impact on customer satisfaction, commitment, and retention

With the performance of service personnel often constituting a major element of a service per se , the customer orientation of service personnel is often regarded as a main determinant of service firms' success. Drawing on a deductively derived four‐dimensional conceptualization of the customer orientation of service personnel, consisting of employees' technical skills, social skills, motivation, and decision‐making power, a model of the impact employees' customer orientation has on key service marketing constructs is theoretically developed. The model is then empirically tested against a sample of 989 consumers for two service contexts (i.e. book/CD/DVD retailers and travel agencies), with the results providing support for most hypotheses. Implications of the findings for services and retail management are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Service Industry Management Emerald Publishing
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