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- Title
Organizational identification as a determinant of customer orientation in service organizations.
- Authors
Wieseke, Jan; Ullrich, Johannes; Christ, Oliver; Dick, Rolf
- Abstract
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 CO 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.
- Subjects
CUSTOMER orientation; MARKETING strategy; RELATIONSHIP marketing; JOB performance; PERSONALITY; GROUP identity; ROLE models; BUSINESS enterprises; MARKETING
- Publication
Marketing Letters, 2007, Vol 18, Issue 4, p265
- ISSN
0923-0645
- Publication type
Article
- DOI
10.1007/s11002-007-9021-2