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1 – 10 of over 2000Nwamaka A. Anaza and Brian Rutherford
The purpose of this paper is to examine the impact of organizational and employee‐customer identification on job engagement. The paper also aims to explore the role of customer…
Abstract
Purpose
The purpose of this paper is to examine the impact of organizational and employee‐customer identification on job engagement. The paper also aims to explore the role of customer orientation in the model as a consequence of identification, in addition to an antecedent of engagement.
Design/methodology/approach
This study utilizes an online survey administered to Cooperative Extension employees in frontline service roles. Amos 18.0 was employed to examine the proposed structural model.
Findings
This study examines and finds that employee‐customer identification is an important contributing factor for customer orientation and job engagement among frontline employees in service industries. The findings also reveal that customer orientation acts as an intervening effect necessary in linking organizational identification and employee‐customer identification to job engagement.
Research limitations/implications
The study's results advance understanding and consequently reveal the importance of employee‐customer identification to employee behavior. Specifically, the results underscore the prominent need for managers to build‐up interpersonal connections with customers by reducing their firm's dependence on electronic storefronts in service‐based encounters. The study raises issues that address the necessity for a proper medium between human connections and technology intelligence programs within service industries.
Originality/value
This research authenticates the need to examine a holistic identification model that includes the social outcomes of organizational identification as well as the relational impact of employee‐customer identification. Furthermore, the understanding of customer orientation as it relates to relational identification is advanced.
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Rafael Bravo, José Miguel Pina and Beatriz Tirado
This study aims to examine the internal brand knowledge dissemination process in the banking sector and its effects on employees. Specifically, it focuses on the key roles of…
Abstract
Purpose
This study aims to examine the internal brand knowledge dissemination process in the banking sector and its effects on employees. Specifically, it focuses on the key roles of employee identification with both the organization and with the customer as antecedents of behaviors supportive of the brand, i.e. employee citizenship behaviors and recommendation behaviors.
Design/methodology/approach
An empirical study was carried out in a major Spanish bank. Data gathered from a survey of 315 employees were analyzed through structural equation modeling.
Findings
The results showed that employees' perceptions of brand value congruence are key in explaining their identification with both the organization and with the customer. However, the employees' perceptions of the brand's authenticity explained only their recommendations of the bank as a good place to work.
Originality/value
These findings contribute to the advance in the current knowledge of the role of variables such as brand authenticity and employee–customer identification in internal brand management. From a managerial viewpoint, the results provide insights into the importance of employees' perceptions and attitudes when it comes to brand knowledge dissemination.
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Charles H. Schwepker Jr and Christina K. Dimitriou
This research seeks to better understand the impact of employee-customer identification on critical job outcomes such as customer orientation and commitment to service quality.
Abstract
Purpose
This research seeks to better understand the impact of employee-customer identification on critical job outcomes such as customer orientation and commitment to service quality.
Design/methodology/approach
A sample of 316 hotel/motel employees was used for the study. Structural equation modeling was used to analyze the data.
Findings
Results show a positive relationship between ethical values person-organization fit and employee-customer identification indicating that when customer-contact service employees’ ethical values align with those of the organization, they identify with customers more closely. Results also suggest that when employees identify with customers they are likely to be more customer-oriented and committed to providing service quality.
Originality/value
We learn how the relationship between employee and organization impacts employee-customer identification. Furthermore, we better comprehend the impact of employee-customer identification on critical outcomes in the hospitality industry such as customer orientation and commitment to service quality.
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The purpose of this paper is to examine a model of employee-customer identification (ECID) using two samples: nurses and cooperative extension frontline employees. The model…
Abstract
Purpose
The purpose of this paper is to examine a model of employee-customer identification (ECID) using two samples: nurses and cooperative extension frontline employees. The model posits that person-organization fit, person-job fit, and organizational identification are positively related to ECID.
Design/methodology/approach
A recursive path-based structural model was employed to test seven hypotheses regarding the relationships between the two fit constructs, organizational identification, and ECID.
Findings
In both samples, person-organization fit and person-job fit were positively related to organizational identification, and organizational identification was positively related to ECID. In the cooperative extension sample, person-job fit was positively related to ECID. Person-job fit was also indirectly related to ECID through organizational identification in both samples.
Research limitations/implications
The results imply an important relationship between person-job fit and ECID that could be useful for improving service encounters between employees and customers. In addition, an emphasis on organizational identification may also contribute to improved employee-customer relationships.
Originality/value
This study represents one of the first attempts to demonstrate a link between person-job and person-organization fit on ECID. The results of this study provide support for organizational identification and person-job fit as important factors in employee-customer relationships.
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Hongmin Yan, David Solnet and Tyler G. Okimoto
The purpose of this paper is to investigate a special type of unethical behaviors among frontline service employees – unethical pro-organizational behaviors (UPB). Building on…
Abstract
Purpose
The purpose of this paper is to investigate a special type of unethical behaviors among frontline service employees – unethical pro-organizational behaviors (UPB). Building on social identity theory, the paper examines how social identifications with the organization and customers interactively affect employees' engagement in UPB. The paper also explores the underlying psychological mechanisms that explain this effect.
Design/methodology/approach
This study uses a multistage, sequential research design to test the hypothesized model. Studies 1A and 1B use scenario-based experiments with a randomized between-subjects design. Study 2 uses a survey design to replicate and expand the findings from Study 1 by collecting survey data from frontline service employees in various service sectors.
Findings
The results across two studies reveal that high organizational identification will motivate employees to engage in UPB when the opportunity arises, while employees who also identify with customers will more likely abstain from committing UPB. Findings from the survey study also show that this interactive effect on UPB is achieved by devaluing customers as tools or placing fault upon them.
Originality/value
This research provides a deeper exploration of the UPB at the organizational frontline. From a social identity theoretical perspective, this research examines how identification with customers and with the organization jointly shape frontline employees' engagement in UPB. In doing so, this research provides insight into the contextual limitations of existing UPB research while also offering practically relevant implications for managing UPB in frontline service contexts.
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Hulda G. Black, Vincent Jeseo and Leslie H. Vincent
The purpose of this paper is to empirically test some of the consumer engagement frameworks that have been previously proposed in marketing literature.
Abstract
Purpose
The purpose of this paper is to empirically test some of the consumer engagement frameworks that have been previously proposed in marketing literature.
Design/methodology/approach
Data were gathered via surveys distributed to members of a health club in the USA. Results were analyzed using structural equation modeling.
Findings
We found the effects of satisfaction on intercustomer support – the assistance received from other customers within a service setting – to be fully mediated by customer identification. The strength and direction of effects differed based on the type of identification. They also found an effect of satisfaction on customer patronage frequency. This effect was fully mediated by customer–employee identification.
Practical implications
The findings illustrate that, in most cases, intercustomer support can be built and enhanced by focusing on customer identification. Both customer–company and customer–customer identification had a positive effect on social/emotional and instrumental support; however, they did not influence a consumer’s patronage frequency. Conversely, customer–employee identification decreased perceptions of instrumental support, but increased perceptions of social/emotional support and patronage frequency. While the findings indicate that identification with a firm’s employees drives a customer’s patronage, firms must decide if the benefits received from increased patronage are worth the decreased instrumental support.
Originality/value
Past research has demonstrated the benefits of intercustomer support at both the firm and customer level, yet little research has investigated what enhances intercustomer social support in an organization. The research answers this question and illuminates some specific mechanisms that mediate this effect. Additionally, while previous research indicates that intercustomer support drives objective outcomes such as firm performance and loyalty intentions, we instead found these outcomes to be driven by customer–employee identification.
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Lubna Rashid Malik and Madhurima Mishra
This paper aims to conduct a systematic literature review on prosocial rule-breaking (PSRB) and identify the underlying themes using content analysis.
Abstract
Purpose
This paper aims to conduct a systematic literature review on prosocial rule-breaking (PSRB) and identify the underlying themes using content analysis.
Design/methodology/approach
The current review is based on a portfolio of 37 studies collected from different electronic databases. An extensive literature review is done following a four-step methodology to understand the field comprehensively.
Findings
The present article identified themes in the field of PSRB based on antecedents, consequences, moderators and mediators. Further, the identified themes are classified into individual, job and organizational levels. Through a conceptual framework, how antecedents impact PSRB is shown, which leads to diverse consequences.
Practical implications
Through this study, the authors attempt to help practitioners understand why PSRB behaviors occur in the workplace. Simultaneously, the authors' work helps managers identify potential strategies to evade the adverse effects of PSRB.
Originality/value
To the best of the authors' knowledge, this study is the first systematic review of PSRB. The review also highlighted the gaps and provided future research directions based on the theory, context, characteristics and methodology (TCCM) framework.
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Manoj Das and Mahesh Ramalingam
This study aims to explore employee-customer identification and its consequences in the banking, financial service and insurance (BFSI) sector. We also look at the mediating role…
Abstract
Purpose
This study aims to explore employee-customer identification and its consequences in the banking, financial service and insurance (BFSI) sector. We also look at the mediating role of psychological ownership and work orientation (calling) between employee-customer identification and the adaptability of service offerings.
Design/methodology/approach
In this study using a sample of 215 frontline employees from the BFSI sector in five Indian cities, the data was analysed using partial least squares structural equation modelling (PLS-SEM) in Smart PLS- 3.2.7 software.
Findings
When employees consider customers as individuals similar to them, they tend to be more accommodating of customers' diverse needs resulting in adapting the service. The study empirically establishes that psychological ownership and work orientation (calling) mediate the relationship between employee-customer identification and service offering adaptation.
Research limitations/implications
This kind of identification can remedy the perennial problem of mis-selling in the BFSI context. The new insights gathered from these customer interfaces can be transferred upwards within the organisation to formulate actionable strategies. Hence, when employees feel their work is satisfactory, it leads to improvement in both profit margins as well as asset turnover for high-contact service firms.
Originality/value
The results demonstrate that employees who identify with their customers are more accommodative of customers' diverse needs resulting in adapting the service resulting in improved performance.
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Fazlul K. Rabbanee, Mohammad Moinul Haque, Shanta Banik and Mohammad Majedul Islam
The purpose of this paper is to offer a better understanding of managing engagement in an emerging economy service. It explores the role of organisational climates for initiative…
Abstract
Purpose
The purpose of this paper is to offer a better understanding of managing engagement in an emerging economy service. It explores the role of organisational climates for initiative and psychological safety as the key drivers of employee engagement (EE). It also examines the effects of EE on customer engagement (CE) and, in turn, on relationship commitment and switching intention.
Design/methodology/approach
Data were collected through a structured survey of service employees and customers of 69 bank branches in Bangladesh using two survey instruments. Responses were collected from 156 employees and 316 customers. A dyadic data set was created by matching customer data with the corresponding employee data collected from each bank branch. Structural equation modelling using AMOS (version 22.0) was employed for data analysis.
Findings
Organisational climates for initiative and psychological safety positively influence EE. In turn, EE significantly influences CE which has a significant impact on customer relationship commitment and switching intention.
Research limitations/implications
Future research could consider actual customer behaviour, such as repeat purchase, as the key outcome variable.
Practical implications
The findings emphasise that investment by service managers in organisational resources to facilitate favourable climates for initiative and psychological safety would engage employees at work, which would ultimately help to attain CE and commitment, and reduce switching intention.
Originality/value
This research extends the existing engagement literature with empirical evidence supporting two new EE drivers and two new CE outcomes. It offers a better understanding of managing engagement in the financial services industry of an emerging economy, focussing on the relationship chain from organisational climate to EE, CE and customer-based outcomes.
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Bashar S. Gammoh, Michael L. Mallin and Ellen Bolman Pullins
This study aims to extend current research efforts by examining the dual role of salesperson brand and organizational identification in driving organizational citizenship…
Abstract
Purpose
This study aims to extend current research efforts by examining the dual role of salesperson brand and organizational identification in driving organizational citizenship behaviors, brand advocacy and ultimately brand market performance.
Design/methodology/approach
This study uses an online survey to collect data from a cross-sectional sample of salespeople. The measurement model and proposed research hypotheses are tested with SmartPLS.
Findings
Study results show that each level of identification has a stronger influence on the type of behaviors relevant to that foci of identification. That is, salesperson organizational identification has a significant and strong effect on organizational citizenship behavior while the influence of salesperson organizational identification on brand advocacy is not significant. Along the same lines, salesperson identification with the brand significantly influences brand advocacy behaviors but not their overall organizational citizenship behaviors. These empirical findings are consistent with assertions in the literature that variables (antecedents or outcomes) associated with identification at a certain level will have a stronger relationship with identification at that level.
Originality/value
Despite existing research efforts on the potential positive outcomes of salesperson identification, there is less empirical evidence regarding the dual role of brand and organizational identification. This research contributes to the current literature by proposing and empirically examining the differential (identity-matching) antecedents and outcomes of salespeople’s dual identification with the organization and the brand. Furthermore, existing research mostly focuses on organizational or sales management outcomes but not brand specifically related outcomes. Theoretically, this research draws on social identity theory to investigate the combined effect of salesperson brand and organizational identification on key brand-related outcomes. Managerially, this study provides empirically-based suggestions for managers interested in harnessing the power of identification.
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