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A comparative study on the importance of customer orientation of frontline employees in the service industry

by Papali, Andre Solomon; Chittipa Ngamkroeckjoti

Title:

A comparative study on the importance of customer orientation of frontline employees in the service industry

Author(s):

Papali, Andre Solomon
Chittipa Ngamkroeckjoti

Issued date:

2019

Citation:

The 11th National Academic Conference OF 2019 “Professional management in a disruptive world”, 1631-1642

Abstract:

This research aims at finding a measurement system for companies to successfully measure their customer orientation. The research methodology adopted here would help companies to completely measure their customer’s outlook and to successfully integrate necessary changes to their internal structure.

The research focuses on understanding both the internal and external factors affecting the customer orientation. Internal Factors such as Technical Skills, Social Skills, Motivation and Decision- making authority of the frontline employees. External factors such as Customer satisfaction, Emotional commitment and Customer retention. These factors are all measured by taking into consideration the customer’s perspective. This means that all measurement system collects data from the customers for both internal and external factor analysis.

The research was based on 122 respondents from India and it focused on mainly two of the biggest E-commerce players in India – Amazon.com and Flipkart.com. The researcher used Pearson correlation and Multi Linear Regression to analyze the data collected. The data is interpreted in a comparative way so that it is clear as to which company has the edge over customer orientation.

The research found out that Customer orientation of frontline employees has a clear connection with Customer Satisfaction, Emotional Commitment and Customer retention.

Keyword(s):

Customer orientation
Customer satisfaction
Emotional commitment
Customer retention
Service industry
Frontline employees
Customer facing employees

Resource type:

Proceeding Paper

Extent:

12 pages

Type:

Text

File type:

application/pdf

Language:

eng

URI:

http://repository.au.edu/handle/6623004553/22415
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  • Proceeding Papers [26]

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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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