A Study on the Concept of Employees Customer Orien-tation and its Impact on Competence Development

  • Authors

    • Thaya Madhavi
    • Rajesh Mehrotra
    2018-11-27
    https://doi.org/10.14419/ijet.v7i4.24.21854
  • Abstract

    It is thought world over that customer orientation of employees needs to corporate success. It constitutes the major element of customer service thrown open by customer oriented service personnel to decide upon the great success of the business firm. Customer oriented service personnel are bestowed with communication, technical, problem solving skills, personality traits and commitment. Anticipating customer wishes and these in advance, and to act accordingly by customer oriented service personnel is a pivotal factor for the progress of an organization. This paper intends to study the concept of operational level employees orientation towards customers and its implication for competence development.

  • References

    1. [1] Donavan, D. T., Brown, T. J. and Mowen, J. C. (2004), “Internal benefits of service worker-customer orientation: job satisfaction, commitment, and organizational citizenship behaviorsâ€, Journal of Marketing, vol. 68, no.1, pp. 128-146.

      [2] Narver, J. C. and Slater, S. F. (1990), “The effect of a market orientation on business profitabilityâ€, Journal of Marketing, vol. 54, pp. 20-35.

      [3] Jaworski, B. J. and Kohli, A. K. (1993), “Market orientation: antecedents and consequencesâ€, Journal of Marketing, vol. 57, no. 3, pp. 53-70.

      [4] Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1988), “SERVQUAL: a multiple-item scale for measuring consumer perceptions of service qualityâ€, Journal of Retailing, vol. 64, no.1, pp. 12-40.

      [5] Dabholkar, P. A., Sheperd, C. D. and Thorpe, D. I. (2000), “A comprehensive framework for service quality: an investigation of critical conceptual and measurement issues through a Longitudinal studyâ€, Journal of Retailing, vol. 76, no. 2, pp. 139-73.

      [6] Kelley, S. W. (1992), “Developing customer orientation among service employeesâ€, Journal of the Academy of Marketing Science, vol. 20, no. 1, pp. 27-36.

      [7] Brown, T. J., Mowen, J. C., Donavan, D. T. and Licata, J. W. (2002), “The customer orientation of service workers: personality trait influences on self and supervisor performance ratingsâ€, Journal of Marketing Research, vol. 39, no. 1, pp. 110-19.

      [8] Hening-Thurau, T. and Thurau, C. (2003). "Customer orientation of service employees-toward a conceptual framework of a key relationship marketing construct", Journal of Relationship Marketing, vol. 2, no. 1, pp. 1-32.

      [9] Flavell, J.H., Botkin, P.T., Fry, C.L., Wright, J.W. and Jarvis, P.E. (1968), The Development of Role-taking and Communication Skills in Children, Wiley.

      [10] Mead, G.H. (1934), Mind, Self and Society, University of Chicago Press, Chicago, IL.

      [11] Khalili, H. Sameti, A. Sheybani, H. (2016)."A Study on the Effect of Empowerment on Customer Orientation of Employees", Global Business Review, vol. 17, no.1, pp. 38-50. https://doi.org/10.1177/ 0972150915610674.

      [12] Hening-Thurau, T. (2004). "Customer Orientation of service employees-Its impact on customer satisfaction, commitment and retention", International Journal of Service Industry Management, vol. 15, no. 5, pp.460-478. DOI10.1108/09564230419564939.

      [13] Homburg, C. Muller, M.and Klarmann, M. (2011)."When Should the Customer Really Be King? On the optimum Level of Salesperson Customer orientation in Sales Encounters", Journal of Marketing, vol. 75. no. 2. pp.55-74.

      [14] Kim, W.and Ok, C. (2010). "Customer Orientation of Service Employees and Rapport: Influences On Service-Outcome Variables in Full-Service Restaurants", Journal of Hospitality and Tourism Research, vol. 34, no. 1, pp. 34-55.

      [15] Harram A, Fozia M (2015) Customer Oriented Marketing Capabilities and Firm Performance Mediated by New Product Development Capabilities and Moderated by Environmental Turbulence. Int J Econ Manag Sci 4:282. doi: 10.4172/21626359.1000282

      [16] Varghese, J. Edward, M. (2018)."Relationship Between Job Orientation and Performance of Sales People: A Financial Services Industry Perspective", IIM Kozhikode Society & Management Review, vol. 7, no. 1, pp. 88-96

      [17] Daniel Korschun, D. Bhattacharya, C. B. and Swain, S. D. (2014). "Corporate Social Responsibility, Customer Orientation, and the Job Performance of Frontline Employees", Journal of Marketing, vol. 78, no. 3, pp. 20-37.

      [18] Brockman, K. B. Jones, M. A. Becherer, R. C. (2012). "Customer Orientation and Performance in Small Firms: Examining the Moderating Influence of Riskâ€Taking, Innovativeness, and Opportunity Focus" Journal of Small Business Management, vol. 50, no. 3, pp. 429-446. https://doi.org/10.1111/ j.1540-627X.2012.00361.

      [19] Yavas, U. Osman M Karatepe, O. M, Emin Babakus, E. (2011)."Do customer orientation and job resourcefulness moderate the impact of interrole conflicts on frontline employees’ performance?", vol. 11, no. 2, pp. 148-159.

      [20] Thoumrungroje, A. and Racela, O. (2012). "The contingent role of customer orientation and entrepreneurial orientation on product innovation and performance", Journal of Strategic Marketing, vol. 21, no. 2, pp. 140-159. https://doi.org/10.1080/0965254X.2012.74212

      [21] Gountas, S. Gountas, J. Mavondo, F. T. (2014). "Exploring the associations between standards for service delivery (organisational culture), co-worker support, self-efficacy, job satisfaction and customer orientation in the real estate industry", Australian Journal of Management, vol. 39, no. 1, pp. 107-126.

  • Downloads

  • How to Cite

    Madhavi, T., & Mehrotra, R. (2018). A Study on the Concept of Employees Customer Orien-tation and its Impact on Competence Development. International Journal of Engineering & Technology, 7(4.24), 46-52. https://doi.org/10.14419/ijet.v7i4.24.21854

    Received date: 2018-11-27

    Accepted date: 2018-11-27

    Published date: 2018-11-27