Customer Orientation of Service Employees—Toward a Conceptual Framework of a Key Relationship Marketing Construct
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
Standard
in: Journal of Relationship Marketing, Jahrgang 2, Nr. 1-2, 01.01.2003, S. 23-41.
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
Harvard
APA
Vancouver
Bibtex
}
RIS
TY - JOUR
T1 - Customer Orientation of Service Employees—Toward a Conceptual Framework of a Key Relationship Marketing Construct
AU - Hennig-Thurau, Thorsten
AU - Thurau, Claudia
PY - 2003/1/1
Y1 - 2003/1/1
N2 - Although customer orientation is a core element of the marketing concept and is especially crucial to the concept of relationship marketing, no widely accepted conceptualization of the construct exists. In the context of service organizations, the fulfillment of customer needs and wishes by customer-contact employeescan be seen as crucial for gaining a high degree of customer orientation. This paper develops a conceptualization of service employee customer orientation which is presented as a three-dimensional construct, the interrelated dimensions being the employee's motivation to serve customers, his or her customer-oriented skills, and his or her self-perceived decision-making authority. Implications are drawn out for relationship marketing of services organizations and relationship marketing theory.
AB - Although customer orientation is a core element of the marketing concept and is especially crucial to the concept of relationship marketing, no widely accepted conceptualization of the construct exists. In the context of service organizations, the fulfillment of customer needs and wishes by customer-contact employeescan be seen as crucial for gaining a high degree of customer orientation. This paper develops a conceptualization of service employee customer orientation which is presented as a three-dimensional construct, the interrelated dimensions being the employee's motivation to serve customers, his or her customer-oriented skills, and his or her self-perceived decision-making authority. Implications are drawn out for relationship marketing of services organizations and relationship marketing theory.
KW - Customer orientation
KW - Customer-employee relationships
KW - Empowerment
KW - Services marketing
KW - Social skills
KW - Management studies
UR - http://www.scopus.com/inward/record.url?scp=85009545166&partnerID=8YFLogxK
U2 - 10.1300/J366v02n01_03
DO - 10.1300/J366v02n01_03
M3 - Journal articles
AN - SCOPUS:85009545166
VL - 2
SP - 23
EP - 41
JO - Journal of Relationship Marketing
JF - Journal of Relationship Marketing
SN - 1533-2667
IS - 1-2
ER -