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Customer orientation of frontline employees and organizational commitment

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  • Kemefasu Ifie

Abstract

This study investigates the effect of alignment between employee and firm customer orientation (FCO) on the organizational commitment of frontline service employees. Furthermore, the study examines how the size and nature of the discrepancy between employee customer orientation (ECO) and FCO affects organizational commitment. The results suggest that organizational commitment is stronger when employee and FCO are matched than when they are not. Furthermore, organizational commitment is slightly stronger when ECO exceeds FCO than when the reverse is the case. The results suggest that efforts expended by firms in hiring and retaining customer-oriented service workers will be unlikely to yield optimal commitment benefits without simultaneous investments to improve firm-level customer orientation.

Suggested Citation

  • Kemefasu Ifie, 2014. "Customer orientation of frontline employees and organizational commitment," The Service Industries Journal, Taylor & Francis Journals, vol. 34(8), pages 699-714, May.
    • Handle: RePEc:taf:servic:v:34:y:2014:i:8:p:699-714
    DOI: 10.1080/02642069.2014.886197
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    Cited by:

    1. Ammar Ahmed & Faiz Muhammad Khuwaja & Noor Ahmed Brohi & Ismail bin Lebai Othman, 2018. "Organizational Factors and Organizational Performance: A Resource-Based view and Social Exchange Theory Viewpoint," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(3), pages 579-599, March.
    2. Lee, Ruby P. & Wei, Susan, 2023. "Do employee orientation and societal orientation matter in the customer orientation—Performance link?," Journal of Business Research, Elsevier, vol. 159(C).
    3. Steven W. Rayburn & David A. Gilliam, 2016. "Using work design to motivate customer-oriented behaviors," The Service Industries Journal, Taylor & Francis Journals, vol. 36(7-8), pages 339-355, June.

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