Work situation factors as enablers and disablers of frontline service employees’ customer orientation: an employee perspective

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Rusanen, Olli
dc.contributor.advisor Mitronen, Lasse
dc.contributor.author Le, Thu Hien
dc.date.accessioned 2017-03-15T14:34:16Z
dc.date.available 2017-03-15T14:34:16Z
dc.date.issued 2017
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/24810
dc.description.abstract Objectives The growing importance of service sectors in the national economy and the ever-increasing competition have given enormous rise in the research interest about the topic of customer orientation, its different practices and underlying causalities. For a successful implementation of customer orientation, service organization needs to take into consideration influential factors affecting one’s behavior. While there has been a great research effort put on evaluating the outcomes generated from customer-oriented behavior, the academic attention to explore the motivation and possible influencers is still scarce. Moreover, studies in the field of customer orientation traditionally focus either on work situation factors or personal attributes. This study carries the main objective of uncovering what work situation drivers support or hinder the development of frontline service employees’ customer-oriented behaviors, making important contributions to illuminate the complex construct of customer orientation practice at employee level. Methodology Qualitative single case study approach was selected as the research method. In the empirical study, eight individuals from four different café outlets of Fazer Cafe were interviewed. The interviews were semi-structured following the themes of the framework that was constructed for this study. Deductive content analysis method was used to analyze the empirical data. Findings This study explores work situation factors (including organizational factors and work attitude attributes) that enable and impede the development of frontline service employees’ customer-oriented behaviors. These behaviors can be motivated by: (1) proper establishment, dissemination and control of organizational standards for service delivery (2) sufficient supervisor and co-worker support (3) behavioral learning from co-workers as expert peers (4) high level of job satisfaction (5) high level of job involvement. The factors that would prevent employees from successful interactions with customers includes: (1) unsuccessful creation and articulation, loose control and lack of tracking and measuring system of organizational standards for service delivery (2) insufficient supervisor support (3) absence of reward and recognition system (4) job stress (5) low level of job satisfaction. The study’s findings also demonstrate that the organizational tactics and work attitude elements do not work separately; in fact, the latter was found to be the direct result of the former. This proven interrelation calls for service organizations’ attention in exploiting appropriate organizational tactics to cultivate desirable employees’ work attitudes which ultimately encourage them to exert their best efforts in creating superior customer service. en
dc.format.extent 96
dc.language.iso en en
dc.title Work situation factors as enablers and disablers of frontline service employees’ customer orientation: an employee perspective 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.subject.keyword customer orientation en
dc.subject.keyword customer-oriented behaviors en
dc.subject.keyword service en
dc.subject.keyword work situation factors en
dc.subject.keyword qualitative research en
dc.identifier.urn URN:NBN:fi:aalto-201703152937
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Marketing en
dc.subject.helecon markkinointi fi
dc.subject.helecon palvelut fi
dc.subject.helecon organisaatio fi
dc.subject.helecon työ fi
dc.subject.helecon organisaatiokäyttäytyminen fi
dc.subject.helecon asiakkaat fi
dc.subject.helecon työntekijät fi
dc.subject.helecon asenteet fi
dc.subject.helecon käyttäytyminen fi
dc.subject.helecon asiakashallinta fi
dc.subject.helecon arviointi fi
dc.subject.helecon mittarit fi
dc.ethesisid 14939
dc.location P1 I fi


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