• Journal of Korean Society for Quality Management
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• v.33 no.3
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• pp.31-40
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• 2005

Existing researches indicated that customer orientation was related to customer performance, customer satisfaction and customer commitment positively. We investigate the effect of customer orientation to customer performance, according to service mechanism. This study extends the past researches by measuring customer orientation from customer's perspective. Results show that the effect of customer orientation to customer performance is different according to service mechanism.

• Journal of Korean Society for Quality Management
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• v.30 no.2
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• pp.11-25
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• 2002

This paper is to find how does service orientation of organization and human resource job satisfaction affect its customer orientation, that is, its service attitude and behavior toward customer. Purpose of this study is also to measure the level of employees' customer orientation more systemic. Consequently, the correlation between service orientation and performance can be identified and more effective guideline for service quality management can be draw through this study. The findings of this paper are as followings; Firstly, it is found that reward system and CEO's vision toward service orientation affect employee's job satisfaction positively, It's analyzed on Gap analysis model of PZB. Secondly, in point of inner marketing, employee who is satisfied with his job shows higher customer orientation. Thirdly, strategy change of organization in response to environment change in hospital industry influences on performance positively.

• Journal of Global Scholars of Marketing Science
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• v.17 no.4
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• pp.1-22
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• 2007

Customer satisfaction is important in an increasingly competitive and global marketplace. This implies that customer service is a critical factor for many organizations. In service encounter context, customer satisfaction is affected by employees' attitudes and behaviors. Accordingly, service firms have been focusing on selecting high quality of service employees, which resulted the ability to identify and select quality service- or customer- oriented employees to become critical for an organization's success. It was suggested that customer service orientation links to performance and subsequent organizational revenue. Moreover, it was found that service encounter failures were among the major reasons for customers' service switch. Therefore, the selection of customer service oriented employees is a key factor in establishing customer service - a potential source of sustained competitive advantage. However, the measurement of employee service orientation is more confusing than that of definitive answers. The difficulty of measuring service orientation is attributed to the use of broad versus narrow measures of personality. Advocates for the broad perspective prefer using basic personality constructs, such as the Big Five personality traits. On the contrary, the latter prefer a construct-oriented approach of personality research that provides a better measure of job performance because it requires the specification of the relationship of the personality traits with multiple dimensions of job performance. The customer service orientation was defined as "a set of basic individual predispositions and an inclination to provide service, to be courteous and to be helpful in dealing with customers and associates." Similarly, it is a fact that the Big five personality traits are predictors of customer orientation, and employee's self- and supervisor performance. They propose that basic personality traits may be too far removed from focal service behaviors to be able to predict specific service behaviors (customer orientation) and service worker performance. Also, customer orientation is defined as "an employee's tendency or predisposition to meet customer needs in an on-the-job context." This means that people who have job-relevant personality traits such as concern, empathy, and conscientiousness will be more adept at customer service than people who do not possess these traits. However, little attention has been given to the exploration of the service orientation of customer-contact employees who play a key role in creating satisfactory service encounters in the hospitality industry except for Kim, McCahon, & Miller (2003)'s study, especially in family restaurants context. Thus, the purposes of this study are to examine and validate the customer service orientation of customer-contact employees using the instrument developed by Donavan (1999) in Korean family restaurants, because the scale was developed to measure the personality traits related job behaviors. And this study explores the relationships between customer service orientation, job satisfaction, organizational commitment, and self service performance using structural equation modeling (SEM). And this study explores the relationships between customer service orientation, job satisfaction, organizational commitment, and self service performance using structural equation modeling (SEM). For these purposes the author developed several hypotheses as follows: H1: Employee's service orientation is associated with service performance. H2: Employee's service orientation is positively associated with job satisfaction. H3: Employee's service orientation is positively associated with organizational commitment. H4: Service performance is positively associated with job satisfaction. H5: Service performance is positively associated with organizational commitment. H6: Job satisfaction is negatively associated with organizational commitment. The data were collected from 278 employees in 5 deluxe hotels located in Pusan, Korea. The researcher contacted the manager of the restaurants, and managers consented to administer surveys to their employees. The survey was executed during one month period in the October of 2007. The data were analyzed with structural equation modeling with LISREL 8.7 W. The result of the overall model analysis appeared as follows: $X^2$=122.638 (p = 0.00), df=59, GFI=.936, AGFI=.901, NFI=.948, CFI=.971, RMSEA=.0625. Since the result of the overall model analysis demonstrated a good fit, we could further analyze our data. The findings can be summarized as follows: First, the greater the employee service orientation, the greater the service performance. Second, the greater the employee service orientation, the greater the job satisfaction. Third, the greater the employee service orientation, the greater the organizational commitment. Fourth, the greater the service performance, the greater the job satisfaction. Fifth, the greater the service performance, the greater the organizational commitment. Finally, the greater the job satisfaction, the greater the organizational commitment. Seventh, the greater the customer satisfaction, the greater the customer loyalty.

• Korean Journal of Occupational Health Nursing
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• v.20 no.3
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• pp.337-345
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• 2011

Purpose: This study was conducted to evaluate the relationships among the service education satisfaction, service involvement, and customer orientation of hospital employees after yearly-planned MOT service education. Methods: The data collection was done through the questionnaire survey in a university hospital located in D city from March 15 to 31, 2010. The statistical analysis was done by SPSS/WIN 18.0 program. Results: The enrolled employees were two hundred and seventy six. Among the characteristics of employees, adequate work load, good payment, reasonable promotion system, suitability of work aptitude and good relationships with staff improved the service education satisfaction, customer orientation, and service involvement of hospital employees. For the customer orientation, old age and lower educational background were positive factors. The correlations among the service education satisfaction, customer orientation, and service involvement of hospital employees were significant. The factors that affect customer orientation and service involvement were found to be age, suitability of work aptitude and service education satisfaction. Conclusion: In conclusion, customer orientation and service involvement were related with the satisfaction of employees for working condition and service education. In terms of good medical service quality, plans for maintaining adequate working environment and systematic service education should be established.

• Journal of the Korea Safety Management & Science
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• v.11 no.4
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• pp.127-137
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• 2009

The purpose of this study were to examine the effects of emotional dissonance on customer orientation and service delivery level, and to examine the mediating effects of the customer orientation. In order to verify the relationships and mediating effect, data were obtained from 199 nurses working in a general hospital in Changwon City were analyzed by using SPSS 12.0. and AMOS 5.0. The findings are as follows: Firstly, there was a negative relationship between emotional dissonance and customer orientation. Secondly, there was also a positive relationship between customer orientation and service delivery level. Thirdly, there was also a negative relationship between emotional dissonance and service delivery level. Finally, the customer orientation was a partial mediating effect on the relationship between emotional dissonance and service delivery level. Based on these findings, the implications and the limitations of the study were presented including some directions for future studies.

• Proceedings of the Safety Management and Science Conference
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• 2011.11a
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• pp.727-745
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• 2011

Courier and logistics services such as customer contact employees (customer-contact employee) of the attitudes and behavior of the customer satisfaction level of service quality evaluation and a very big impact. In this study, using a typical customer contact employees, and to target the delivery service industry employees the organization's service orientation and customer orientation by examining the impact on the quality of companies within the organization for growth and development needs and the importance of service orientation will be trying out for. The results of this study can be summarized as follows. First, the chief executive of the organization to configure a service orientation and a detailed understanding of the factors that determine this by managing the organization to effectively come up with a way to make and ultimately the organization's service orientation, organizational culture can be positioned as effort should be taken. Second, service companies through regular training and education to maintain a certain level of service quality should be. Third, the service organization's service orientation is not a fad or a means of sustain and develop the company's survival strategy is to get out. To do this, good communication between the field and management can be achieved by a variety of channels to be established, and management's willingness to provoke sympathy for the employees should be provided.

• Journal of Fashion Business
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• v.14 no.2
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• pp.27-41
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• 2010

The purpose of this study is to investigate the relationship between service orientation of fashion organization and employee's customer orientation. For this study, salespersons in clothing stores were selected as the subjects. We used 4 factors SERV*OR Scale: service leadership, human resource management, employee's empowerment, service system as an organizational service orientation. The results are as follows: First, Service Orientation of the company in fashion field affects the employee's customer orientation. In other words, a fashion company with a higher service orientation will have employees with a higher customer orientation. Second service orientation factors revealed differences depending on the store. Department stores had no effect on factors such as employee's empowerment, service system, but agency stores and outlet stores had effects on all factors. This influential factor is created due to the difference in fashion distribution. Human resource management especially seemed to carry weight among the factors in all stores. So, first and foremost fashion companies should make efforts on education, training of employee.

• Journal of Distribution Science
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• v.13 no.9
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• pp.29-36
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• 2015

Purpose - The purpose of this study is to examine the influence of effective role-play and training on employee education satisfaction and customer orientation. Evidence of the suggested objective is obtained by monitoring the effectiveness of hotel service training. Research design, data, and methodology - Data were collected from 280 role-play sessions performed in a Korean Hotel and examined using a frequency analysis, reliability/validity assessments, correlation analysis, and regression analysis using SPSS 19.0. Results - 1) Entrepreneurs and training instructors should enthusiastically apply service education in order to enhance each employee d evaluation in terms of customer satisfaction and customer orientation. 2) The most effective factor on customer satisfaction and orientation is the instructor's qualifications. 3) Since a higher level of education-training satisfaction leads to better customer orientation, effective education-training is essential to achieve this result. Conclusions - The study was able to obtain practical evidence that can confirm that service education-training through role-play positively affects employee customer service orientation. In future advanced research on training effects on customer orientation, various internal factors of a business should also be considered.

• Safety and Health at Work
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• v.9 no.4
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• pp.441-446
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• 2018

Background: The emotional labor performed by organization members affects psychological well-being at the individual level, which consequently affects results at the organizational level. Moreover, despite evidence that the customer orientation and service level of nurses greatly affect hospital management, studies that comprehensively analyze emotional labor, work burnout, and work engagement related to customer orientation and service level are lacking. This study investigated relationships and paths by designing a model of the effect of emotional labor performed by nurses on the level of service delivery and customer orientation. Methods: This survey-based study was based on a path analysis designed to verify a hypothesized model involving emotional labor performed by nurses, level of service delivery, customer orientation, work engagement, and burnout. Questionnaires were distributed to 378 nurses in general hospitals with more than 500 beds located in Seoul, Republic of Korea, between March 25 and April 8, 2013. Results: The results showed that deep acting and work engagement had direct and indirect effects on increasing the level of service delivery and customer orientation of nurses. However, surface acting had an indirect effect on reducing the level of service delivery and customer orientation. Conclusion: It would be more effective to develop interventions to enhance deep acting and work engagement than to attempt to reduce surface acting and work burnout in clinical nursing settings.

• Asia Marketing Journal
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• v.20 no.3
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• pp.83-103
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• 2018

The purpose of this research is to investigate the effect of customer-contact employees support on service recovery efforts. Service companies should try to prevent the service failure situation from occurring, but it is realistic that the service failure occurs due to the characteristics of the service. Service recovery efforts of service providers are important because effective responses to service failures can enhance customer satisfaction despite service failures. Social support for customer-contact employees needs to improve service recovery efforts. Specifically, this study focuses on the mediation roles of job burnout and customer orientation in relationship between social support for customer-contact employees and service recovery efforts. Social exchange theory was used as the theoretical underpinning of the research model. Based on reciprocity principle, this paper suppose that support for customer-contact employees and service recovery effort are a kind of social exchange relationship. Social supports for customer-contact employees are categorized into internal and external organization. Internal organization is POS(perceived organizational support) and external organization is customer support. The research model was tested with the data gathered from the flight attendants whose emotional labor intensity was relatively high and the service failure frequently occurred. As a result of analysis, social supports for customer-contact employees classified into organizational support, supervisor support, and customer support are found to have differential impacts on job burnout and customer orientation. It has been found that job burnout of service providers is negatively affecting service recovery efforts. On the other hand, customer orientation of service providers has a positive influence on service recovery efforts. Based on the results of the analysis, we provide practical implications for effective service recovery efforts in service failure situations, and suggest the theoretical implications to explain the process of service recovery effort. Finally, limitations of the study and directions for future research are suggested.