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Article
Publication date: 5 October 2012

Nwamaka 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…

5205

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.

Article
Publication date: 25 June 2021

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…

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.

Details

International Journal of Bank Marketing, vol. 39 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 9 November 2015

Nwamaka A. Anaza

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…

1320

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.

Details

Journal of Managerial Psychology, vol. 30 no. 8
Type: Research Article
ISSN: 0268-3946

Keywords

Article
Publication date: 1 February 2021

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.

Article
Publication date: 28 October 2019

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…

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.

Details

Journal of Service Theory and Practice, vol. 29 no. 5/6
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 8 September 2022

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…

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.

Details

International Journal of Bank Marketing, vol. 40 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 11 December 2020

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.

Details

Journal of Product & Brand Management, vol. 30 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 3 August 2021

Ken Sudarti, Olivia Fachrunnisa and Alifah Ratnawati

This study aims to examine the role of ta’awun in reducing voluntary turnover intention. The authors defined ta’awun as the willingness to help colleagues without being…

Abstract

Purpose

This study aims to examine the role of ta’awun in reducing voluntary turnover intention. The authors defined ta’awun as the willingness to help colleagues without being asked and expecting rewards as promised by Islam. Also, the antecedent variables of organizational identification and job embeddedness are used to predict ta’awun.

Design/methodology/approach

This study used 216 respondents from Islamic Universities in Indonesia. Structural equation model was used to analyze data and test the empirical model.

Findings

Job embeddedness and organizational identification can improve ta’awun behavior. Ta’awun behavior has also been proven to be able to reduce voluntary turnover intention as well as successfully mediating the relationship between job embeddedness and organizational identification with voluntary turnover intention.

Research limitations/implications

Ta’awun enriches organizational citizenship behavior (OCB) studies which are intervened with Islamic values. The questionnaire given to respondents are very susceptible for self-response bias so that this type of bias influences the conclusion. Thus, consistency of results can be retested in several different objects.

Practical implications

Organizations need to consider the factor of religiosity when recruiting employees. HRM practices need to be encouraged to create organizational identification through pride in the organization to reduce voluntary turnover intention through ta’awun behavior.

Originality/value

The Ta’awun concept is a refinement of the previously existing concept, which is OCB. Orientation in the world and the hereafter that underlies this ta’awun behavior is more effective in reducing the intention of voluntary displacement.

Details

Journal of Islamic Accounting and Business Research, vol. 12 no. 6
Type: Research Article
ISSN: 1759-0817

Keywords

Open Access
Article
Publication date: 4 June 2019

Angie R. Skelton, Deborah Nattress and Rocky J. Dwyer

Employee turnover expenses can cost businesses more than 100 per cent of a single employee’s annual wages and negatively affection an organization’s production and…

19171

Abstract

Purpose

Employee turnover expenses can cost businesses more than 100 per cent of a single employee’s annual wages and negatively affection an organization’s production and profits. High employee turnover also could affect community tax collections, social programs and physical and mental health issues. Therefore, understanding contributors to higher employee turnover remains essential for organizational managers from both a corporate and societal standpoint. This paper aims to provide an analysis of how job satisfaction and job embeddedness could predict employee turnover intent.

Design/methodology/approach

A randomly selected survey which consisted of Andrews and Withey’s (1976) job satisfaction questionnaire, a global job embeddedness scale (Crossley et al., 2007) and a three-item turnover intent questionnaire derived from a survey created by Mobley et al. (1978) using a Likert-type measurement to survey randomly selected individuals used within manufacturing plants located in the Southeastern USA.

Findings

The results of the multiple regression analysis showed a significant relationship between job satisfaction, job embeddedness and turnover intent; and that satisfied and committed employees are less likely to plan to leave their employment.

Originality/value

Limited current information is available on how job satisfaction and job embeddedness predict turnover intentions in US Southeast manufacturing. This study includes information that shows the importance of job satisfaction and job embeddedness on retaining employees in this region and industry. Given the importance of employee retention on corporate productivity, morale and profits along with the ability to improve the organization’s positive contribution to society, it is important for managers to understand these factors and their effect on employee turnover intent.

Details

Journal of Economics, Finance and Administrative Science, vol. 25 no. 49
Type: Research Article
ISSN: 2077-1886

Keywords

Article
Publication date: 9 November 2015

Hongwei He, Weiyue Wang, Weichun Zhu and Lloyd Harris

This paper aims to advance the literature by testing the boundary of this relationship with reference to a key construct in employee performance in the service domain…

5073

Abstract

Purpose

This paper aims to advance the literature by testing the boundary of this relationship with reference to a key construct in employee performance in the service domain: employee customer orientation. Organizational identification refers to employees’ perceived oneness and belongingness to their work organization, and has been argued to be associated with higher employee performance.

Design/methodology/approach

Data were collected based on a sample of call center service workers. Employees rated their organizational identification, customer orientation and personality traits. Supervisors independently rated their subordinates’ performance. Variables statistic tools were used to analyze the data and test a series of hypotheses.

Findings

It was found that customer orientation strengthens the relationship between organizational identification and service workers’ job performance, and it enhances the mediating effect of organizational identification on the relationship between service workers’ personality trait (i.e. agreeableness) and their performance.

Originality/value

This research advances an argument that employee customer orientation moderates the relationship between employee organizational identification and employee job performance in the call center service provision domain. In addition, this is a pioneering study examining the roles of personality traits on employee organizational identification.

Details

European Journal of Marketing, vol. 49 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

1 – 10 of over 1000