Organizational Identification as a Determinant of Customer Orientation in Service Organizations


Wieseke, Jan ; Ullrich, Johannes ; Christ, Oliver ; Dick, Rolf van


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URL: https://ub-madoc.bib.uni-mannheim.de/27323
URN: urn:nbn:de:bsz:180-madoc-273233
Document Type: Working paper
Year of publication: 2008
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W116e
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
ISBN: 3-89333-371-1 , 978-3-89333-371-4
Publication language: English
Institution: Business School > ABWL u. Marketing I (Homburg)
Subject: 330 Economics
Abstract: The marketing literature suggests that frontline employees are the central determinant of how customer-oriented a service organization is perceived to be by its customers. However, little is known about the contingencies of employees' customer orientation (CO) beyond personality traits and broadly construed work-attitudes. Based on the Social Identity Approach, the present article develops a multilevel model whereby customer orientation is the result of identity-based management of frontline employees. Two empirical studies in the travel industry show that employees' CO depends on employees’ organizational identification and their leaders acting as role models of CO.

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