An exploration of frontline staff service orientated behaviours

Beatson, Amanda T. & Lings, Ian (2005) An exploration of frontline staff service orientated behaviours. In Proceeding of Australia and New Zealand Marketing Academy Conference, 5-7 December 2005, Fremantle, WA.

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The success ful management of frontli ne staff is important for service organisations as customers often make evaluative judgements of the service encounter through interactions with these staff. The behaviour and attitude of these frontline staff therefore play a fundamental part in this evaluation. It is important therefore to understand the factors which affect staff performance, their satisfaction with their job and their quitting intentions. With that in mind, this study investigates the relationship between organisational level service orientation and staff training, individual service orientation, job satisfaction, affective commitment and instrumental commitment, and intention to leave the organisation. The study is a survey to frontline service staff in a tourism operation. We find that employees'perception of organisational level service orientation positively impacts their behaviour towards customers, as does training. However, employee satisfaction and affective commitment do not appear to be significant predictors of customer focused behaviour. The study contributes to the field of services management, by further exploring managerial actions that impact the behaviour of employees towards customers, and casts doubt on the long held assumption that satisfied and.committed employees will be motivated and able to deliver exceptional customer service.

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ID Code: 21121
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: Frontline Staff, Service Orientation, Satisfaction, Commitment,, Quitting Intentions
ISBN: 064645546X
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2005 [please consult the authors]
Deposited On: 12 Jun 2009 03:49
Last Modified: 29 Feb 2012 13:13

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