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Article
Publication date: 1 November 2023

Debashree Roy Bhattacharjee, Abhisek Kuanr, Neeru Malhotra, Debasis Pradhan and Tapas Ranjan Moharana

Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer…

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Abstract

Purpose

Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer engagement with global brands by uncovering the mediating mechanism of brand psychological ownership and moderating mechanism of global connectedness. The research framework is tested across developed and developing country contexts to highlight any cultural differences in the drivers of customer engagement with global brands.

Design/methodology/approach

Data were collected from developed (USA; n = 270) and developing (India; n = 273) countries through two online surveys and tested, employing structural equation modeling, across the two markets to investigate cross-cultural variations.

Findings

Social self-congruity has the strongest influence on customer engagement for USA consumers, while all three forms of self-congruity are equally important in India. Psychological ownership consistently works as the mediating mechanism across both contexts. While global connectedness accentuates the relationship between self-congruity and brand psychological ownership for Indian consumers, it attenuates the relationship amongst USA consumers.

Originality/value

While prior literature mainly establishes a direct link between self-congruity and customer engagement, this study provides a deeper understanding of the self-congruity–customer engagement relationship by: a) investigating the mediating role of psychological ownership; b) examining the moderating role of global connectedness and c) studying all three forms of self-congruity (i.e. actual, ideal and social) simultaneously. The study, testing the framework in developing and developed country settings, highlights cultural nuances in forming customer engagement with global brands.

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Article
Publication date: 29 December 2022

Neeru Malhotra, Bernadette Frech, Peter Leeflang, Young-Ah Kim and Helen Higson

While extant research has predominantly focused on outcomes of customer satisfaction that benefit the focal firm such as customer engagement behaviors (CEBs), little is done to…

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Abstract

Purpose

While extant research has predominantly focused on outcomes of customer satisfaction that benefit the focal firm such as customer engagement behaviors (CEBs), little is done to understand human capital-related outcomes that directly benefit customers and thus benefit the firm indirectly. Drawing on the theory of reasoned action, broaden-and-build theory of positive emotions and human capital theory, this study aims to understand how and why a satisfied customer benefits the firm directly (CEBs) and indirectly (human capital-related outcomes).

Design/methodology/approach

Following a sequential mixed-methods approach, two studies are conducted in an extended service encounter context (higher education) where customers also constitute key human capital of the service firm. First, a qualitative study is conducted, which is then followed by a quantitative study. Survey data collected from students working as interns in organizations and their immediate managers resulted in 209 “intern–manager” dyads.

Findings

The findings demonstrate that customer satisfaction on its own does not substantially account for either human capital-related outcomes or CEBs (except word of mouth [WOM]). Both emotional and cognitive mechanisms play key and unique mediating roles in translating satisfaction into outcomes that benefit a service firm directly and indirectly by benefiting its customers.

Research limitations/implications

While much research demonstrates benefits of customer satisfaction for the focal firm, this research advances our understanding of the novel consequences of customer satisfaction by shedding light on human capital-related outcomes that directly benefit customers. It also aids in explicating prior inconsistent findings on the relationship between customer satisfaction and CEBs by uncovering the underlying mediating mechanisms.

Practical implications

This investigation provides a deeper understanding of the significance of customer satisfaction by demonstrating how and why satisfied customers increase firm value beyond purchase, for instance, by being direct (through positive WOM) and indirect (through enhanced human capital performance) promoters, consultants (through participation) or investors (through monetary giving). A key implication of this research is that simply enhancing customer satisfaction on its own may not suffice as the findings suggest that satisfaction translates into beneficial outcomes only when satisfaction is channeled toward enhancing customer perceptions of competence and their positive emotions.

Originality/value

This study contributes to the literature by providing a deeper understanding of how and why customer satisfaction influences outcomes that not only benefit the firm but also its customers in extended service encounter context.

Details

European Journal of Marketing, vol. 57 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 31 July 2009

Pawan S. Budhwar, Arup Varma, Neeru Malhotra and Avinandan Mukherjee

Increasing turnover of frontline staff in call centres is detrimental to the delivery of quality service to customers. This paper aims to present the context for the rapid growth…

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Abstract

Purpose

Increasing turnover of frontline staff in call centres is detrimental to the delivery of quality service to customers. This paper aims to present the context for the rapid growth of the business process outsourcing (BPO) sector in India, and to address a critical issue faced by call centre organisations in this sector – the high employee turnover.

Design/methodology/approach

Following a triangulation approach, two separate empirical investigations are conducted to examine various aspects of high labour turnover rates in the call centre sector in India. Study one examines the research issue via 51 in‐depth interviews in as many units. Study two reports results from a questionnaire survey with 204 frontline agents across 11 call centres regarding employee turnover.

Findings

This research reveals a range of reasons – from monotonous work, stressful work environment, adverse working conditions, lack of career development opportunities; to better job opportunities elsewhere, which emerge as the key causes of increasing attrition rates in the Indian call centre industry.

Research limitations/implications

The research suggests that there are several issues that need to be handled carefully by management of call centres in India to overcome the problem of increasing employee turnover, and that this also demands support from the Indian government.

Originality/value

The contributions of this study untangle the issues underlying a key problem in the call centre industry, i.e. employee turnover in the Indian call centre industry context. Adopting an internal marketing approach, it provides useful information for both academics and practitioners and suggests internal marketing interventions, and avenues for future research to combat the problem of employee turnover.

Details

Journal of Services Marketing, vol. 23 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 31 July 2009

Avinandan Mukherjee and Neeru Malhotra

3751

Abstract

Details

Journal of Services Marketing, vol. 23 no. 5
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 29 March 2013

Anna‐Lena Ackfeldt and Neeru Malhotra

The purpose of this paper is to investigate the moderating influences of empowerment and professional development on role stress‐commitment relationships, while examining and…

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Abstract

Purpose

The purpose of this paper is to investigate the moderating influences of empowerment and professional development on role stress‐commitment relationships, while examining and confirming the effects of role stress on organisational commitment.

Design/methodology/approach

The results are drawn from a cross‐sectional survey of 184 front‐line employees (FLEs) from a travel service organization. Multiple and moderated regression analyses were employed to test the hypothesised direct and interaction effects.

Findings

The results show that role stressors influence affective organizational commitment in FLEs negatively. Role ambiguity did not, unexpectedly, influence continuance commitment positively, but role conflict did. Professional development and empowerment are important management tools that can be used to combat the detrimental effect of role stress on organizational commitment. The paper finds empowerment to be particularly useful in combating the dysfunctional effects of role ambiguity on affective commitment, while professional development is a key tool that helps to combat the dysfunctional effects of role conflict on affective and continuance commitment. However, there are caveats associated with the implementation of these management tools.

Practical implications

It is important for management to understand role stress from the FLE perspective, and strategically use intervention tools to help moderate the effects of role stress on organizational commitment components.

Originality/value

This study adds further support to the literature that role ambiguity and role conflict should be studied as distinct components of role stress because treating role stress as a single construct may result in suboptimal outcomes for managers, and misleading findings for researchers. In this context, the paper contributes to literature by investigating the moderating impact of empowerment and professional development on the role stress‐affective commitment/continuance commitment relationships. The findings suggest that different managerial strategies are required to combat the effect of each of these role stressors on the affective and continuance components of commitment respectively.

Details

European Journal of Marketing, vol. 47 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 31 July 2009

Alison M. Dean and Al Rainnie

This paper aims to report on a study that investigated employees' views on the organizational factors that affect their ability to deliver service quality to customers. The study…

5825

Abstract

Purpose

This paper aims to report on a study that investigated employees' views on the organizational factors that affect their ability to deliver service quality to customers. The study is important because call centers represent unique work environments and they have not been used in the development of service quality theory.

Design/methodology/approach

Ten focus groups of frontline employees who work in a telecommunications call center in Australia were conducted. Data were subjected to content analysis.

Findings

Nine major themes were identified. Some of these themes are evident in theory arising from service quality gaps, service climate, and service profit chain studies. Other themes include whether managers emphasize sales or efficiency, rather than service quality; approaches to performance monitoring and feedback, role and productivity demands, quality assurance regimes, and employees' experiences of service encounter stress.

Research limitations/implications

The findings suggest that various factors from prior work need to be integrated and extended to enhance service quality in call centers. However, data were collected from only one call center.

Practical implications

The present study suggests that to deliver high levels of service quality, call center managers need to rethink their approaches to productivity and performance management, and hiring and supporting the “right” service staff.

Originality/value

This paper re‐examines service quality in the specific context of call centers. It provides an organizational focus and complements recent work that has tested the role of employee attitudes in service quality studies. The paper concludes with a model for testing.

Details

Journal of Services Marketing, vol. 23 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 31 July 2009

Nicholas J. Ashill, Michel Rod, Peter Thirkell and Janet Carruthers

This study aims to extend previous research on the relationship between role stressors and symptoms of burnout by examining the influence of job resourcefulness as a situational…

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Abstract

Purpose

This study aims to extend previous research on the relationship between role stressors and symptoms of burnout by examining the influence of job resourcefulness as a situational personality trait in the burnout process, and its impact on service recovery performance. Using data from call centre frontline employees (FLEs) in New Zealand, it seeks to investigate the moderating influence of job resourcefulness on the relationships between role stressors, burnout symptoms and FLE service recovery performance.

Design/methodology/approach

In this study, call centre FLEs completed a self‐administered online survey questionnaire on role stressors, emotional exhaustion, depersonalisation, job resourcefulness and service recovery performance. Data were analyzed using structural equations modelling (SEM) by means of LISREL 8.53.

Findings

The results show that job resourcefulness buffers both the dysfunctional effects of role stressors on symptoms of burnout and the effects of role stressors on FLE service recovery performance.

Research limitations/implications

Limitations of the study include the generalisability of the findings within one organisational context. Suggestions for future research include an examination of other personality traits specific to FLE jobs such as customer orientation.

Practical implications

The research advances understanding of the relationships between role stressors, emotional exhaustion, depersonalisation, job resourcefulness as a situational personality trait and FLE service recovery performance in a call centre environment. The findings highlight the value of job resourceful FLEs, and suggest a number of practical implications for the identification, recruitment and retention of call centre FLEs.

Originality/value

No attention has been given to examining the role of situational personality traits and their effect on the burnout process. By extending previous research on the relationship between role stressors and burnout symptoms, this study investigates the impact of job resourcefulness in the burnout process and in influencing the service recovery performance efforts of call centre FLEs directly.

Details

Journal of Services Marketing, vol. 23 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 31 July 2009

Olukemi O. Sawyerr, Shanthi Srinivas and Sijun Wang

The challenge of attracting and retaining high performing call center employees is significant. Research in general has shown a link between personality factors and job…

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Abstract

Purpose

The challenge of attracting and retaining high performing call center employees is significant. Research in general has shown a link between personality factors and job performance. This study aims to focus on examining the relationship between personality factors and performance using service performance indicators and further, to study the role of emotional exhaustion in this relationship in the context of call centers.

Design/methodology/approach

Using a structured questionnaire 194 call center employees and their supervisors were surveyed in eight call centers in five companies in the insurance and telecommunications industries.

Findings

Results using structural equation modeling showed that, with the exception of extraversion/introversion, all of the personality dimensions of the five factor model: conscientiousness, agreeableness, openness to new experience and emotional stability as well as locus of control were significantly related to one or more of the performance measures. Emotional exhaustion mediated the relationship between emotional stability and locus of control and intent to turnover.

Research limitations/implications

The study examined the mediating role of emotional exhaustion in the relationship between personality and performance; the impact of stressors needs further study.

Practical implications

Insights gained from this study could be used to develop selection strategies, work redesign programs and training that would benefit the organization by reducing employee costs and enhancing employee wellbeing.

Originality/value

This study uses service performance assessment data obtained from supervisors to establish the link between personality, emotional exhaustion and service performance among call center employees.

Details

Journal of Services Marketing, vol. 23 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 1 May 2004

Neeru Malhotra and Avinandan Mukherjee

An inter‐disciplinary approach is adopted to provide a deeper understanding of the human resource‐service quality relationship. The paper tests the relationships organisational…

18669

Abstract

An inter‐disciplinary approach is adopted to provide a deeper understanding of the human resource‐service quality relationship. The paper tests the relationships organisational commitment and job satisfaction have with service quality of customer‐contact employees. Hypotheses are constructed by reviewing literature in the areas of human resource management and services marketing. A study comprising 342 employees was conducted in four telephone call centres of a major UK retail bank. Investigates how different forms of organisational commitment and job satisfaction influence the service quality delivered by contact employees. Findings indicate that job satisfaction and organisational commitment of employees have a significant impact on service quality delivered. The affective component of commitment was found to be more important than job satisfaction in determining service quality of customer‐contact employees.

Details

Journal of Services Marketing, vol. 18 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 31 July 2009

Anita Whiting and Naveen Donthu

The purpose of this paper is to investigate what factors influence the gap between caller's perception of how long they think they waited and how long they actually waited on hold…

3439

Abstract

Purpose

The purpose of this paper is to investigate what factors influence the gap between caller's perception of how long they think they waited and how long they actually waited on hold and to determine what call managers can do to reduce this gap called estimation error.

Design/methodology/approach

A field experiment was conducted with a corporation's call center.

Findings

The findings were: the higher the estimation error of callers, the less satisfied they are; music increases estimation error, unless callers can choose the music; waiting information reduces estimation error; callers with urgent issues have more estimation error and they overestimate more; and females have higher estimation error and they overestimate more than males.

Research limitations/implications

Limitations are one call center in one context. Implications are identification of antecedents of overestimation.

Practical implications

The paper provides guidelines for call center managers for reducing estimation error and increasing caller satisfaction. It discusses the need for understanding callers and measuring items that are important to them.

Originality/value

The study investigates an under researched variable called estimation error. Study also provides information about some of the causes for why consumers overestimate or underestimate their waiting time. Study provides guidelines from an actual call center and discusses variables that managers can easily use to decrease estimation error and overestimation.

Details

Journal of Services Marketing, vol. 23 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

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