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 language | English |
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Title of host publication | Academy of Marketing Science Conference |
Publication status | Published - 31 May 2008 |
Event | Academy of Marketing Science Conference 2008 - Vancouver, Canada Duration: 28 May 2008 → 31 May 2008 |
Conference
Conference | Academy of Marketing Science Conference 2008 |
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Country/Territory | Canada |
City | Vancouver |
Period | 28/05/08 → 31/05/08 |
Keywords
- customer orientation
- service orientation
- satisfaction
- service encounter quality
- service evaluation