The impact of employees' customer orientation and service orientation behaviours on customers' service evaluation

Chanaka Jayawardhena, Andrew M. Farrell, Ankit Sharma

Research output: Contribution to conferencePaper

Abstract

In this paper the authors conceptualize and test the effects of service employees’ customer orientation and service orientation behaviors within an extended service evaluation model encompassing service quality, service encounter quality, perceived value and customer satisfaction. The context is 271 Indian retail customers. Data analysis incorporates confirmatory factor analysis and structural equation modeling. We find that Findings indicate that: 1) customer orientation is positively related to service orientation, customers’ perceptions of service encounter quality and service quality; 2) service orientation influences customers’ perceptions of service encounter quality and service quality; 3) customers’ perceptions of service encounter quality influence customers’ perceptions of service quality and customer satisfaction; 4) customers’ perceptions of service quality influence value perceptions; 5) service quality influences customer satisfaction; and 6) customer satisfaction influences customers’ behavioral intentions. The importance of these findings for practitioners and academics, research limitations and future research avenues are subsequently discussed.
Original languageEnglish
Publication statusPublished - 2008
EventAcademy of Marketing Science Conference 2008 - Vancouver, Canada
Duration: 28 May 200831 May 2008

Conference

ConferenceAcademy of Marketing Science Conference 2008
CountryCanada
CityVancouver
Period28/05/0831/05/08

Keywords

  • customer orientation
  • service orientation
  • satisfaction
  • service encounter quality
  • service evaluation

Fingerprint Dive into the research topics of 'The impact of employees' customer orientation and service orientation behaviours on customers' service evaluation'. Together they form a unique fingerprint.

  • Cite this

    Jayawardhena, C., Farrell, A. M., & Sharma, A. (2008). The impact of employees' customer orientation and service orientation behaviours on customers' service evaluation. Paper presented at Academy of Marketing Science Conference 2008, Vancouver, Canada.