Morales Mediano, Javier
Ruiz-Alba Robledo, José Luis
Rodríguez Molina, Miguel Á.
2019-04-15T19:23:08Z
2019-04-15T19:23:08Z
http://hdl.handle.net/11531/36326
The purpose of this research is to investigate the customer orientation of service employees (COSE) and its consequences in a highly relational service (HRS) context. To do so, a HRS is chosen and studied qualitatively. This working paper presents some preliminary results. A quantitative study is to be completed in the following months.
Front-line employees from private banking (PB) services were chosen for this study because their level of judgement and involvement during the service delivery identifies them as front-runners in HRS.
New consequences of COSE were identified, namely: trust, loyalty, word of mouth and customer-oriented deviance, plus one specific for the PB - the increase of assets under management. A new COSE model is thus proposed and five hypotheses are presented. Then, a questionnaire for the quantitative study has been developed.
This study offers original contributions for academics and practitioners in the service sector. The main academic contributions are: (1) the proposal of a new and more comprehensive model of CO, (2) the identification of new consequences, and (3) the development of a measurement instrument. This study can also be relevant for practitioners in order to gain a deeper understanding of the customer orientation of front-line employees in a HRS.
application/pdf
en-GB
Consequences of Customer Orientation in Highly Relational Services
info:eu-repo/semantics/workingPaper
info:eu-repo/semantics/draft
Ponencia aceptada para el congreso pero todavía no publicada en las actas del congreso.
info:eu-repo/semantics/restrictedAccess
Customer Orientation, COSE, highly relational services, HRS, private banking