Remember Me
Or use your Academic/Social account:


Or use your Academic/Social account:


You have just completed your registration at OpenAire.

Before you can login to the site, you will need to activate your account. An e-mail will be sent to you with the proper instructions.


Please note that this site is currently undergoing Beta testing.
Any new content you create is not guaranteed to be present to the final version of the site upon release.

Thank you for your patience,
OpenAire Dev Team.

Close This Message


Verify Password:
Verify E-mail:
*All Fields Are Required.
Please Verify You Are Human:
fbtwitterlinkedinvimeoflicker grey 14rssslideshare1
Jayawardhena, Chanaka; Farrell, Andrew (2011)
Languages: English
Types: Article
Purpose – The purpose of this paper is to test a conceptual model of the effects of customer and service orientation behaviours of individual retail employees on individual customers’ perceptions of service encounter quality, service quality, value, satisfaction, and behavioural intentions.
Design/methodology/approach – The sample (n = 271) was customers of a supermarket in Central India, and they completed questionnaires following mall intercept. To test the hypotheses, structural equation modelling using LISREL 8.7 was employed.
Findings – 1) service and customer orientation behaviours are positively related to service encounter quality and service quality, 2) service encounter quality is positively related to service quality and customer satisfaction; 3) service quality is positively related to value perceptions and customer satisfaction; and 4) customer satisfaction is positively related to retail customers’ behavioural intentions. However, value is not related to customer satisfaction.
Research limitations/implications – More research is needed on customer perceptions of value in non-Western contexts and service evaluation frameworks in other cross-cultural contexts
Practical implications – Retail managers need to train or select retail personnel that are able to perform their roles in a service oriented and customer oriented way, and value does not appear to be as important to Indian retail customers as it is to Western retail customers.
Originality/value – This study extends current service evaluation frameworks by including service orientation and customer orientation as antecedents, and it analyses an Indian retail context.
  • The results below are discovered through our pilot algorithms. Let us know how we are doing!

    • Ajzen, I. and Fishbein, M. (1980), Understanding Attitudes and Predicting Social Behavior, PrenticeHall, Englewood Cliffs, NJ.
    • Anderson, E.W. and Fornell, C. (1994), “A Customer Satisfaction Research Prospectus”, in Rust, R.T. and Oliver, R.L. (Eds), Service Quality: New Directions in Theory and Practice, Sage, Thousand Oaks, CA, pp. 241-68.
    • Anderson, J.C. and Gerbing, D.W. (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach”, Psychological Bulletin, Vol. 103, No. 3, pp. 411-23.
    • Andreassen, T.W. and Lindestad, B. (1998), “Customer Loyalty and Complex Services: The Impact of Corporate Image on Quality, Customer Satisfaction, and Loyalty for Customers with Varying Degrees of Service Expertise”, International Journal of Service Industry Management, Vol. 9 No. 1, pp. 7-23.
    • Bagozzi, R.P. (1992), “The Self Regulation of Attitudes, Intentions, and Behavior”, Social Psychology Quarterly, Vol. 55, pp. 178-204.
    • Beatson, A., Lings, I. and Gudergan, S. (2008), “Employee Behavior and Relationship Quality: Impact on Customers”, Service Industries Journal, Vol. 28, No. 2, pp. 211-23.
    • Bitner, M.J. (1990), “Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses”, Journal of Marketing Research, Vol. 54, No. 2, pp. 69-82.
    • Boles, J.S., Babin, B.J., Brashear, T.G. and Brooks, C. (2001), “An Examination of the Relationships between Retail Work Environments, Salesperson Selling Orientation-Customer Orientation and Job Performance”, Journal of Marketing Theory and Practice, Vol. 9, No. 3, pp. 1-13.
    • Bolton, R.N. and Drew, J.H. (1991), “A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes”, Journal of Marketing, Vol. 55, No. 1, pp. 1-9.
    • Brady, M.K. and Cronin, J.J. (2001), “Customer Orientation: Effects on Customer Service Perceptions and Outcome Behaviors”, Journal of Service Research, Vol. 3, No. 3, pp. 241-51.
    • Brady, M.K., Knight, G.A., Cronin, J.J., Hult, G.T.M. and Keillor, B.D. (2005), “Removing the Contextual Lens: A Multinational, Multi-Setting Comparison of Service Evaluation Models”, Journal of Retailing, Vol. 81, No. 3, pp. 215-30.
    • Brown, T.J., Mowen, J.C., Donavan, D.T. and Licata, J.W. (2002), “The Customer Orientation of Service Workers: Personality Trait Effects on Self- and Supervisor Performance Ratings”, Journal of Marketing Research, Vol. 29, No. 1, pp. 110-19.
    • Chung, B.G. and Schneider, B. (2002), “Serving Multiple Masters: Role Conflict Experienced by Service Employees”, Journal of Services Marketing, Vol. 16, No. 1, pp. 70-87.
    • Cran, D.J. (1994) “Towards Validation of the Service Orientation Construct”, Service Industries Journal, Vol. 14, No. 1, pp. 34-44.
    • Cronin, J.J. and Taylor, S.A. (1992), “Measuring Service Quality: A Re-Examination and Extension”, Journal of Marketing, Vol. 56, No. 3, pp. 55-68.
    • Cronin, J.J., Brady, M.K. and Hult, G.T.M. (2000), “Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments”, Journal of Retailing, Vol. 76, No. 2, pp. 193-218.
    • Cronin, J.J., Brady, M.K., Brand, R.R., Hightower, R. and Shemwell, D.J. (1997), “A Cross-Sectional Test of the Effect and Conceptualization of Service Value”, Journal of Services Marketing, Vol. 11, No. 6, pp. 375-91.
    • Czepiel, J.A., Solomon, M.R., Surprenant, C.F. and Gutman, E.G. (1985), “Service Encounters: An Overview,” in Czepiel, J.A., Solomon, M.R. and Surprenant, C.F. (Eds), The Service Encounter: Managing Employee/Customer Interaction in Service Businesses, Lexington Books, Lexington, MA, pp. 3-16.
    • Dholakia, R.R. and Zhao, M. (2010), “Effects of Online Store Attributes on Customer Satisfaction and Repurchase Intentions”, International Journal of Retail & Distribution Management, Vol. 38, No. 7, pp. 482-96.
    • Donavan, D.T., Brown, T.J. and Mowen, J.C. (2004), “Internal Benefits of Service-Worker Customer Orientation: Job Satisfaction, Commitment, and Organizational Citizenship Behaviors”, Journal of Marketing, Vol. 68, No. 1, pp. 128-46.
    • Eggert, A. and Ulaga, W. (2002), “Customer Perceived Value: A Substitute for Satisfaction in Business Markets”, Journal of Business & Industrial Marketing, Vol. 17, No. 2/3, pp. 107-18.
    • Farrell, A.M., Souchon, A.L. and Durden, G.R. (2001), “Service Encounter Conceptualisation: Employees' Service Behaviours and Customers' Service Quality Perceptions”, Journal of Marketing Management, Vol. 17, No. 5/6, pp. 577-93.
    • Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J. and Bryant, B.E. (1996), “The American Customer Satisfaction Index: Nature, Purpose, and Findings”, Journal of Marketing, Vol. 60, No.4, pp. 7-18.
    • Fournier, S. and Mick, D.G. (1999), “Rediscovering Satisfaction”, Journal of Marketing, Vol. 63, No. 4, pp. 5-23.
    • Gupta, S. and Zeithaml, V.A. (2006), “Customer Metrics and Their Impact on Financial Performance”, Marketing Science, Vol. 25, No. 6, pp. 718-39.
    • Gwinner, K.P., Bitner, M.J., Brown, S.W. and Kumar, A. (2005), “Service Customization through Employee Adaptiveness”, Journal of Service Research, Vol. 8, No. 2, pp. 131-48.
    • Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.A. and Tatham, R.L. (2006), Multivariate Data Analysis (6th Edition), Prentice-Hall, Upper Saddle River, NJ.
    • Hallowell, R. (1996), “The Relationship of Customer Satisfaction, Customer Loyalty, and Profitability: An Empirical Study”, International Journal of Service Industry Management, Vol. 7, No. 4, pp. 27-42.
    • Hellier, P.K., Geursen, G.M., Carr, R.A. and Rickard, J.A. (2003), “Customer Repurchase Intention: A General Structural Equation Model”, European Journal of Marketing, Vol. 37, No. 11/12, pp. 1762-1800.
    • Hennig-Thurau, T. (2004), “Customer-Orientation of Service Employees: Its Impact on Customer Satisfaction, Commitment, and Retention”, International Journal of Service Industry Management, Vol. 15, No. 5, pp. 460-78.
    • Hofstede, G. (1980), Cultures Consequences: International Differences in Work-Related Values, Sage, Newbury Park, CA.
    • Homburg, C., Hoyer, W.D. and Fassnacht, M. (2002), “Service Orientation of a Retailer's Business Strategy: Dimensions, Antecedents, and Performance Outcomes”, Journal of Marketing, Vol. 66, No. 4, pp. 86-101.
    • Jayawardhena, C., Souchon, A.L., Farrell, A.M. and Glanville, K. (2007), “Outcomes of Service Encounter Quality in a Business-to-Business Context”, Industrial Marketing Management, Vol. 36, No. 5, pp. 575-88.
    • Kaul, S., Sahay, A. and Koshy, A. (2010), “A Study of Young, Male Apparel Shoppers in India”, International Journal of Retail & Distribution Management, Vol. 38, No. 4, pp. 275-96.
    • Knight, D.K., Kim, H.-J. and Crutsinger, C. (2007), “Examining the Effects of Role Stress on Customer Orientation and Job Performance of Retail Salespeople”, International Journal of Retail & Distribution Management, Vol. 35, No. 5, pp. 381-92.
    • Lazarus, R.S. (1991), “Progress on a Cognitive-Motivational-Relational Theory of Emotion”, American Psychologist, Vol. 46, No. 8, pp. 819-34.
    • Lemmink, J. and Mattsson, J. (2002), “Employee Behaviour, Feelings of Warmth and Customer Perception in Service Encounters”, International Journal of Retail & Distribution Management, Vol. 30, No. 1, pp. 18-33.
    • Lytle, R.S., Hom, P.W. and Mokwa, M.P. (1998), “SERV*OR: A Managerial Measure of Organizational Service-Orientation”, Journal of Retailing, Vol. 74, No. 4, pp. 455-89.
    • Maxham, J.G., Netemeyer, R.G. and Lichtenstein, D.R. (2008), “The Retail Value Chain: Linking Employee Perceptions to Employee Performance, Customer Evaluations, and Store Performance”, Marketing Science, Vol. 27, No. 2, pp. 147-67.
    • Oliver, R.L. (1997), Satisfaction: A Behavioural Perspective on the Consumer, McGraw-Hill, New York.
    • Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, Vol. 64, No. 1, pp. 12-40.
    • Rust, R.T. and Oliver, R.L. (1994), Service Quality: New Directions in Theory and Practice, Sage Publications, Thousand Oaks, CA.
    • Saura, I.G., Contrí, G.B., Taulet, A.C. and Velázquez, B.M. (2005), “Relationships among Customer Orientation, Service Orientation and Job Satisfaction in Financial Services”, International Journal of Service Industry Management, Vol. 16, No. 5, pp. 497-525.
    • Saxe, R. and Weitz, B.A. (1982), “The SOCO Scale: A Measure of the Customer Orientation of Salespeople”, Journal of Marketing Research, Vol. 19, No. 3, pp. 343-51.
    • Schneider, B. and Bowen, D.E. (1985), “Employee and Customer Perceptions of Service in Banks: Replication and Extension”, Journal of Applied Psychology, Vol. 70, No. 3, pp. 423-33.
    • Schneider, B., Parkington, J.J. and Buxton, V.M. (1980), “Employee and Customer Perceptions of Service in Banks”, Administrative Science Quarterly, Vol. 25, No. 2, pp. 252-67.
    • Shostack, G.L. (1985), “Planning the Service Encounter,” in Czepiel, J.A., Solomon, M.R. and Surprenant, C.F. (Eds), The Service Encounter: Managing Employee/Customer Interaction in Service Businesses, Lexington Books, Lexington, MA, pp. 243-54.
    • Sirohi, N., McLaughlin, E.W. and Wittink, D.R. (1998), “A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer”, Journal of Retailing, Vol. 74, No. 2, pp. 223-45.
    • Surprenant, C.F. and Solomon, M.R. (1987), “Predictability and Personalization in the Service Encounter”, Journal of Marketing, Vol. 51, No. 2, pp. 86-96.
    • Susskind, A.M., Kacmar, K.M. and Borchgrevink, C.P. (2003), “Customer Service Providers' Attitudes Relating to Customer Service and Customer Satisfaction in the Customer-Server Exchange”, Journal of Applied Psychology, Vol. 88, No. 1, pp. 179-87.
    • Sweeney, J.C., Soutar, G.N. and Johnson, L.W. (1999), “The Role of Perceived Risk in the QualityValue Relationship: A Study in a Retail Environment”, Journal of Retailing, Vol. 75, No. 1, pp. 77-105.
    • Yoon, S.-J., Choi, D.-C. and Park, J.-W. (2007), “Service Orientation: Its Impact on Business Performance in the Medical Service Industry”, Service Industries Journal, Vol. 27, No. 4, pp. 371-88.
    • Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1996), “The Behavioral Consequences of Service Quality”, Journal of Marketing, Vol. 60, No. 2, pp. 31-46.
  • No related research data.
  • No similar publications.

Share - Bookmark

Cite this article