Exploring organizational service orientation: A preliminary analysis in the retail industry

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Lehto, Antti
dc.date.accessioned 2014-02-19T13:12:13Z
dc.date.available 2014-02-19T13:12:13Z
dc.date.issued 2013
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/12642
dc.description.abstract This study explored organizational service orientation and focused on the dimensions, limits and measurability of the construct. A concept-centric literature review was conducted to clarify the borders of the construct, to investigate the dimensions of the construct and to gather tools for comprehensive measurement of the construct. Based on the findings, this study constructed an analytical framework for organizational service orientation and formed a scale that measures it accordingly. The framework and the scale represent a comprehensive view on the subject avoiding the context restrictions evident in previous research. The theoretical findings implicate that the following dimensions are essential for organizational service orientation: internal characteristics (e.g., service climate and organizational culture), strategy (e.g., service-orientated business strategy and service-oriented strategic choices) and the nature of the services offered (e.g., services in support of the client's actions or in support of the product). In the empirical section, the framework and the scale were utilized to gather data from the retail sector to examine organizational service orientation. First, the scales were pre-tested during February-March 2013 with a test survey among the members of the Union of special trade (Erikoiskaupanliitto) yielding 39 responses. Second, the actual quantitative data used in this study was collected during October-November 2013 with a web-based questionnaire administered to 1263 operative managers of speciality retail stores in Finland. The survey yielded 152 acceptable responses (response rate 12.02%). An exploratory factor analysis was conducted on the collected data in order to identify the underlying dimensions of organizational service orientation. The empirical findings of the analysis indicate five acceptable factors in the collected data: service-minded leadership, service capabilities, commitment to serving customers, service recovery and organizational service culture. The results of the analysis differ from the dimensions gathered from previous research, thus providing a ground for further investigations concerning the construct of organizational service orientation. en
dc.format.extent 61
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Exploring organizational service orientation: A preliminary analysis in the retail industry en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.contributor.department Department of Marketing en
dc.subject.keyword organizational service orientation
dc.subject.keyword strategy
dc.subject.keyword retail industry
dc.identifier.urn URN:NBN:fi:aalto-201402231470
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon organisaatio
dc.subject.helecon organization
dc.subject.helecon palvelut
dc.subject.helecon service
dc.subject.helecon strategia
dc.subject.helecon strategy
dc.subject.helecon asiakkaat
dc.subject.helecon customers
dc.subject.helecon asiakaspalvelu
dc.subject.helecon customer service
dc.subject.helecon kulttuuri
dc.subject.helecon culture
dc.subject.helecon arviointi
dc.subject.helecon evaluation
dc.subject.helecon kyselyt
dc.subject.helecon questionnaire
dc.ethesisid 13514
dc.date.dateaccepted 2013-12-05
dc.location P1 I fi


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