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Title: Customer orientation of frontline employees and organizational commitment
Authors: Ifie, Kemefasu
Keywords: Customer orientation
Customer orientation gap
Organizational commitment
Response surface methodology
Polynomial regression
Issue Date: 2014
Publisher: © Taylor & Francis
Citation: IFIE, K., 2014. Customer orientation of frontline employees and organizational commitment. Service Industries Journal, 34(8) pp. 699–714.
Abstract: This study investigates the effect of alignment between employee and firm customer orientation on the organizational commitment of frontline service employees. Furthermore, the study examines how the size and nature of the discrepancy between employee customer orientation and firm customer orientation affects organizational commitment. The results suggest that organizational commitment is stronger when employee and firm customer orientation are matched than when they are not. Furthermore, organizational commitment is slightly stronger when employee customer orientation exceeds firm customer orientation than when the reverse is the case. The results suggest that efforts expended by firms in hiring and retaining customer-oriented service workers will be unlikely to yield optimal commitment benefits without simultaneous investments to improve firm-level customer orientation.
Description: This is an Accepted Manuscript of an article published by Taylor & Francis in Service Industries Journal on 20th Mar 2014, available online: http://wwww.tandfonline.com/0.1080/02642069.2014.886197.”
Version: Accepted for publication
DOI: 10.1080/02642069.2014.886197
URI: https://dspace.lboro.ac.uk/2134/19108
Publisher Link: http://dx.doi.org/10.1080/02642069.2014.886197
ISSN: 0264-2069
Appears in Collections:Published Articles (Business School)

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