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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.
International Journal of Service Industry Management – Emerald Publishing
Published: Dec 1, 2004
Keywords: Employees; Service industries; Customer orientation; Customer retention; Customer satisfaction
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