Effects of retail employees' behaviours on customers' service evaluation


Purpose – The purpose of this paper is to test a conceptual model of the effects of customer and service orientation (SO) behaviours of individual retail employees on individual customers’ perceptions of service encounter quality (SEQ), service quality (SQ), value, satisfaction, and behavioural intentions (BI). Design/methodology/approach – The sample (n ¼ 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 – It was found that: service and customer orientation (CO) behaviours are positively related to SEQ and SQ; SEQ is positively related to SQ and customer satisfaction; SQ is positively related to value perceptions and customer satisfaction; and customer satisfaction is positively related to retail customers’ BI. 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 who 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 paper extends current service evaluation frameworks by including SO and CO as antecedents, and it analyses an Indian retail context. Keywords India, Retailing, Customer satisfaction, Service levels, Employee behaviour.

Publication DOI: https://doi.org/10.1108/09590551111115033
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Uncontrolled Keywords: India,retailing,customer satisfaction,employee behaviour,Marketing,Tourism, Leisure and Hospitality Management
Publication ISSN: 1758-6690
Last Modified: 17 Jun 2024 07:11
Date Deposited: 16 Oct 2012 13:06
Full Text Link: http://www.emer ... 5&show=abstract
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Article
Published Date: 2011-03
Authors: Jayawardhena, Chanaka
Farrell, Andrew (ORCID Profile 0000-0002-5903-3611)



Version: Accepted Version

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