Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.13/803508

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Title
The impact of the customer orientation of call center employees on customers' affective commitment and loyalty
Author/Creator
Dean, Alison M.
Institution
The University of Newcastle. Faculty of Business & Law, Newcastle Business School
Description
This study investigated the potential benefits of employees’ customer orientation to service providers. To achieve that aim, the author tested relationships between customer focus (creating value for customers) and customer feedback (seeking evaluations of work and quality) and perceived service quality and customers’ affective commitment and loyalty to service firms. Mail survey data were collected from customers of two call centers in Australia. The samples consisted of end “consumers” of insurance services (n = 289) and business “customers” of a bank (n = 325). Two key findings emerged from the final structural model. First, customer focus was related to loyalty, with partial mediation by perceived service quality. Second, and in contrast, customer feedback exhibited a direct relationship only to affective commitment. The findings were highly consistent for the two samples and have implications for both managers and researchers.
Relation
Journal of Service Research Vol. 10, Issue 2, p. 161-173
Publisher Link
http://dx.doi.org/10.1177/1094670507309650
Date
2007
Publisher
Sage Publications, Inc.
Keyword(s)
perceived customer orientation;  service quality;  affective commitment;  customer loyalty;  call centers
Resource Type
journal article
Identifier
http://hdl.handle.net/1959.13/803508
Identifier
ISSN:1094-6705
Reviewed
Reviewed
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Subject
"Journal of Service Research"
 
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