PDF W116 Organizational Identification as a Determinant of Customer Orientation in Service Organizations.pdf
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The marketing literature suggests that frontline employees are the central
determinant of how customer-oriented a service organization is perceived to be by its
customers. However, little is known about the contingencies of employees' customer
orientation (CO) beyond personality traits and broadly construed work-attitudes.
Based on the Social Identity Approach, the present article develops a multilevel
model whereby customer orientation is the result of identity-based management of
frontline employees. Two empirical studies in the travel industry show that
employees' CO depends on employees’ organizational identification and their leaders
acting as role models of CO.
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