The purpose of this paper is to investigate the antecedents, importance, and consequences of the customer orientation of service employees (COSE) in highly relational…
The purpose of this paper is to investigate the antecedents, importance, and consequences of the customer orientation of service employees (COSE) in highly relational services (HRS). This study challenges the traditional vision of COSE and its sole focus on transactional services. The paper also examines and confirms new outcomes of COSE. Then, a revised COSE model adapted to HRS is proposed.
The private banking (PB) service is chosen to represent a HRS setting. The qualitative study is comprised of 25 semi-structured interviews with PB practitioners. The results are analysed using NVivo 11.
This study confirms the validity of the construct. COSE is proven to have notable importance in HRS. Various dimensions of COSE have different grades of importance. New consequences are elicited for HRS, including trust, loyalty and co-creation.
The results show that most PB firms do not have standardised processes in place to measure COSE. This study proves how COSE can be used for several purposes by practitioners as a means of customer relationship management and in co-creation strategies.
This study expands on the potential of the COSE construct by the use of HRS for the first time and introduces new consequences from the original COSE model.
This paper aims to investigate interfunctional coordination (IC) in a B2B context. More specifically, it explores the role of digitalization as a strategic driver for an…
This paper aims to investigate interfunctional coordination (IC) in a B2B context. More specifically, it explores the role of digitalization as a strategic driver for an effective IC.
Following a qualitative methodology, three studies have been integrated: Study 1 (focus group with 5 participants), Study 2 (31 in-depth interviews with top executives) and Study 3 (online focus group with 9 experts).
One finding is that digitalization is the main driver for IC and can be considered strategic. Other findings show that digitalization can enhance IC, but it was also found that digitalization can have negative side effects on IC.
This study contributes to the understanding of the importance of digitalization on IC and also contributes to the conceptualization of IC as a dynamic capability.