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The Role of Customer Orientation as a Moderator of the Job Demand–Burnout–Performance Relationship: A Surface-Level Trait Perspective

Author

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  • Babakus, Emin
  • Yavas, Ugur
  • Ashill, Nicholas J.

Abstract

This study expands upon previous research on the antecedents (job demands and job resources) and outcomes of frontline employee burnout, and examines the role of customer orientation (CO) in the burnout process. Using data from frontline bank employees in New Zealand, we investigate both the direct relationships of CO to burnout and job outcomes (job performance and turnover intentions) and the buffering role of CO concerning the relationships between job demands, burnout, and job outcomes. The study results show that burnout mediates the effects of job demands and job resources on job performance and turnover intentions. Besides being directly related to burnout and job performance, CO also buffers the dysfunctional effects of job demands on burnout and job outcomes. Implications of the results are discussed and future research avenues are offered.

Suggested Citation

  • Babakus, Emin & Yavas, Ugur & Ashill, Nicholas J., 2009. "The Role of Customer Orientation as a Moderator of the Job Demand–Burnout–Performance Relationship: A Surface-Level Trait Perspective," Journal of Retailing, Elsevier, vol. 85(4), pages 480-492.
    • Handle: RePEc:eee:jouret:v:85:y:2009:i:4:p:480-492
    DOI: 10.1016/j.jretai.2009.07.001
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    References listed on IDEAS

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    1. Grewal, Dhruv & Levy, Michael & Kumar, V., 2009. "Customer Experience Management in Retailing: An Organizing Framework," Journal of Retailing, Elsevier, vol. 85(1), pages 1-14.
    2. Lewin, Jeffrey E. & Sager, Jeffrey K., 2007. "A process model of burnout among salespeople: Some new thoughts," Journal of Business Research, Elsevier, vol. 60(12), pages 1216-1224, December.
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    4. Gremler, Dwayne D. & Gwinner, Kevin P., 2008. "Rapport-Building Behaviors Used by Retail Employees," Journal of Retailing, Elsevier, vol. 84(3), pages 308-324.
    5. Stock, Ruth & Hoyer, Wayne, 2005. "An Attitude-Behavior Model of Salespeople’s Customer Orientation," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 60479, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    6. Brown, Steven P. & Lam, Son K., 2008. "A Meta-Analysis of Relationships Linking Employee Satisfaction to Customer Responses," Journal of Retailing, Elsevier, vol. 84(3), pages 243-255.
    7. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    8. Stock, Ruth & Hoyer, Wayne, 2005. "An Attitude-Behavior Model of Salespeople’s Customer Orientation," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 35542, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
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