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.
Dieser Eintrag ist Teil der Universitätsbibliographie.
Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.
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