Online citations, reference lists, and bibliographies.
← Back to Search

Corridors Of Influence In The Dissemination Of Customer-Oriented Strategy To Customer Contact Service Employees

Michael D. Hartline, James G. Maxham, Daryl O. McKee
Published 2000 · Business

Cite This
Download PDF
Analyze on Scholarcy
Share
It is widely held that a customer-oriented firm is more likely to deliver exceptional service quality and create satisfied customers. However, little research has addressed the question of how the orientation can be disseminated among employees throughout the firm. This dissemination is especially important in service firms in which frontline, customer contact employees are responsible for translating a customer-oriented strategy into quality service. The authors propose a structural model that explains how service firms can disseminate their customer-oriented strategy by aligning the strategy with specific management- and employee-initiated control mechanisms (i.e., formalization, empowerment, behavior-based employee evaluation, and work group socialization) that lead to increased commitment and shared values on the part of customer contact employees. The findings indicate that there are three “corridors of influence” between customer-oriented strategy and shared employee values. The dominant corridor, which focuses on dual (management- and employee-initiated) control, emphasizes the importance of work group socialization and organizational commitment in the dissemination of customer-oriented strategy. A secondary corridor focuses on two management-initiated control mechanisms: formalization and behavior-based evaluation. The final corridor, which focuses on the empowerment of customer contact employees, has a more limited impact than originally hypothesized. The authors discuss implications for the implementation of customer-oriented strategy and the management of customer contact employees, along with several directions for further research.
This paper references
10.1080/10696679.2000.11501867
Motivating Sales Entrepreneurs to Change: A Conceptual Framework of Factors Leading to Successful Change Management Initiatives in Sales Organizations
Eli Jones (2000)
10.5465/AMR.1992.4279530
Self-Efficacy: A Theoretical Analysis of Its Determinants and Malleability
M. Gist (1992)
10.1007/978-3-662-02700-4_6
New Product Diffusion Models in Marketing: A Review and Directions for Research:
V. Mahajan (1990)
10.1177/002224298905300102
Organizational Culture and Marketing: Defining the Research Agenda
R. Deshpandé (1989)
10.2307/2393072
Power and Shared Values in the Corporate Culture.
Charles I. Stubbart (1986)
10.1509/jmkg.65.4.82.18390
Logistics Service Quality as a Segment-Customized Process
J. Mentzer (2001)
10.1002/SMJ.4250020403
Using rewards in implementing strategy
P. J. Stonich (1981)
10.1177/002224299305700404
Behavior-Based and Outcome-Based Salesforce Control Systems
D. W. Cravens (1993)
10.1177/001872678603901104
Perceived Control by Employees: A Meta-Analysis of Studies Concerning Autonomy and Participation at Work
P. Spector (1986)
10.1016/0001-8791(79)90072-1
The Measurement of Organizational Commitment.
R. Mowday (1979)
10.2307/1251854
Market orientation: Antecedents and consequences
Bernard J. Jaworski (1993)
10.1177/002224299005400201
Market Orientation: The Construct, Research Propositions, and Managerial Implications
A. Kohli (1990)
10.1177/002224298805200203
Communication and Control Processes in the Delivery of Service Quality
Valarie A. Zeithaml (1988)
10.1177/002224299005400403
The Effect of a Market Orientation on Business Profitability
John C. Narver (1989)
10.1177/002224377701400320
Estimating Nonresponse Bias in Mail Surveys
J. S. Armstrong (1977)
Perceived Control by Employees: A
292–327. Spector (1986)
10.1300/J396v23n02_01
The Emergence of Communication Gestalts
M. Rapert (2001)
A Conceptual Model of Service Quality and
London Parasuraman (1985)
10.14217/9781848597273-3-EN
Developing Customer Orientation
V. Ayeni (2001)
10.1177/009207038701500103
Shared Organizational Values: Measurement and Impact Upon Strategic Marketing Implementation:
Gordon J. Badovick (1987)
10.1177/002224299405800405
An Empirical Test of the Consequences of Behavior-and Outcome-Based Sales Control Systems
Richard L. Oliver (1994)
10.2307/2392320
Input uncertainty and organizational coordination in hospital emergency units.
L. Argote (1982)
10.1016/S1084-8568(01)00040-2
Service quality in a public agency: same expectations but different perceptions by employees, managers, and customers
M. Gowan (2001)
10.2307/1251430
A Conceptual Model of Service Quality and Its Implications for Future Research
A. Parasuraman (1985)
Toward a Theory
345–52. Van Maanen (1979)
Service quality implementation : the effects of organizational socialization and managerial actions on customer-contact employee behaviors
Michael D. Hartline (1993)
10.1002/(SICI)1099-050X(199624)35:4<493::AID-HRM4>3.0.CO;2-R
Organizational citizenship behavior as a critical link between HRM practices and service quality
E. Morrison (1996)
10.1108/08876049110035468
Using Organizational Culture to Design Internal Marketing Strategies
D. Wasmer (1991)
10.1177/001872679404700305
Interpersonal Attachment and Organizational Commitment: Subgroup Hypothesis Revisited
Jeongkoo Yoon (1994)
10.1037/0033-2909.103.3.411
STRUCTURAL EQUATION MODELING IN PRACTICE: A REVIEW AND RECOMMENDED TWO-STEP APPROACH
J. Anderson (1988)
10.5465/256188
Socialization Tactics, Self-Efficacy, and Newcomers' Adjustments to Organizations
G. Jones (1986)
Toward a theory of organizational socialization
J. V. Maanen (1977)
10.1111/J.2044-8325.1990.TB00506.X
The measurement and antecedents of affective, continuance and normative commitment to the organization
N. Allen (1990)
Porters' (1980) Generic Strategies as Determinants of Strategic Group Membership and Organizational Performance
Gregory G Dess
Generic Strategies as Determinants of Strategic Group Membership and Organizational Performance,
Dess (1984)
10.1300/J147V20N01_01
Third generation information systems: integrating costs and outcomes. Tools for professional development and program evaluation.
D. J. Mcready (1996)
10.2307/2391213
Relationship of centralization to other structural properties.
J. Hage (1967)
10.5465/256040
Porter's (1980) Generic Strategies as Determinants of Strategic Group Membership and Organizational Performance
G. Dess (1984)
10.4324/9780203792643
Exchange and Power in Social Life
P. Blau (1964)
10.2307/2391745
Antecedents and outcomes of organizational commitment.
Richard M. Steers (1977)
10.2307/1252120
Market Orientation and the Learning Organization
Stanley F. Slater (1995)
Developing a Behavior-Based Scale to Assess Retail Salesperson Performance
Joseph F. Hair (1990)
10.1177/002224299405800304
Customer Satisfaction, Market Share, and Profitability: Findings from Sweden
E. Anderson (1994)
10.5465/AMR.1989.4279005
A Framework for Analyzing Customer Service Orientations in Manufacturing
D. Bowen (1989)
10.1177/001872679504800202
Leadership and Empowerment: A Social Exchange Perspective
T. Keller (1995)
Socialization Tactics, Self-Efficacy
Jones (1986)
10.1037/0021-9010.74.3.424
A work values approach to corporate culture: A field test of the value congruence process and its relationship to individual outcomes.
Bruce M. Meglino (1989)
10.1037/0033-2909.108.2.171
A review and meta-analysis of the antecedents, correlates, and consequences of organizational commitment
J. Mathieu (1990)
10.1177/002224299305700102
Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis
R. Deshpandé (1993)
10.1177/002224298805200303
Toward a Theory of Marketing Control: Environmental Context, Control Types, and Consequences
Bernard J. Jaworski (1988)
10.1037//0021-9010.80.1.147
Impact of early socialization on union commitment and participation : a longitudinal study
Clive J. Fullagar (1995)
10.5465/256701
Determinants of innovative behavior: A path model of individual innovation in the workplace.
S. Scott (1994)
10.1002/J.2333-8504.1969.TB00777.X
Statistical analysis of sets of congeneric tests
K. G. Jöreskog (1971)
10.2307/256294
Organizational socialization tactics : A longitudinal analysis of links to newcomers' commitment and role orientation
N. Allen (1990)
10.1016/S0022-4359(96)90011-1
Organizational determinants of service employees' exercise of routine, creative, and deviant discretion
S. W. Kelley (1996)
The empowerment of service workers: what, why, how, and when.
D. E. Bowen (1992)
10.4135/9781412963848.n252
Social Learning Theory
A. Bandura (1971)
10.1177/002224379403100109
The Influence of the Market Orientation of the Firm on Sales Force Behavior and Attitudes
Judy A. Siguaw (1994)
Antecedents and Outcomes of Organi
1005–16. Steers (1977)
10.1037/023354
The Experience of Work.
E. P. Prien (1985)
10.1177/002224298504900102
The Organization of Marketing Activities: A Contingency Theory of Structure and Performance
Robert W. Ruekert (1985)
10.5465/256375
Control Theory In Strategic Human Resource Management: The Mediating Effect Of Administrative Information
S. Snell (1992)
10.1016/0148-2963(94)00063-K
Strategic adaptation to extended rivalry : Effects on organizational performance
P. L. Schul (1995)
10.1300/J147V20N03_01
Social workers' perceptions of their power and service outcomes.
N. Guterman (1996)
10.5465/AMR.1988.4306983
The Empowerment Process: Integrating Theory and Practice
J. Conger (1988)
10.1002/JOB.4030150109
The impact of positive and corrective feedback on customer service performance
R. Waldersee (1994)
10.1177/009207039202000103
Developing Customer Orientation among Service Employees
S. W. Kelley (1992)
The Control Mechanism of Employees at the Encounter of Service Organizations
Peter K Mills (1985)
Skills, Incentives, and Control: An Integration of Agency and Transaction Cost Approaches
N Kowtha
10.1177/002224299305700104
Control Combinations in Marketing: Conceptual Framework and Empirical Evidence
Bernard J. Jaworski (1993)



This paper is referenced by
Customer-oriented reforms in urban public water supply in Uganda (1998-2008)
Tom Alfred Wanyakala (2011)
Developing Innovations : What Factors Impact the Performance of Chain Affiliated versus Independent Hotels
(2013)
What Influences Employees to Become Digital Advocates ? by Josefin Ilic
Matilda Tranell (2018)
Linking employee empowerment and customer perceptions of service quality : Evidence from a Mexican medical retailing company
Aarón Rodríguez Delgado (2013)
10.1016/J.JOM.2008.01.001
The impact of employee satisfaction on quality and profitability in high-contact service industries
R. Yee (2008)
10.1007/S10551-005-1175-3
Strategic Corporate Philanthropy: Addressing Frontline Talent Needs Through an Educational Giving Program
Joe M. Ricks (2005)
10.1007/978-3-662-56666-4_32
Steuerung der Dienstleistungsqualität
F. Nerdinger (2011)
The supply-demand factors interface and credit flow to small and micro enterprises (SMEs) in Uganda
Julius Kakuru (2008)
10.1108/JBIM-07-2017-0162
Customer integration into supply chains: literature review and research propositions
E. Martinelli (2019)
10.1080/0267257X.2011.545676
Value marketing through corporate reputation: An empirical investigation of Thai hospitals
N. Srivoravilai (2011)
10.1016/J.IJRESMAR.2015.07.005
Quality mental model convergence and business performance
R. Rust (2016)
10.5539/IJMS.V3N4P130
Customer Orientation of Service Employees: A Case Study of Iranian Islamic Banking (Based on COSE Model)
K. H. Hanzaee (2011)
10.1007/s11628-020-00414-9
Customer compliance with employee fuzzy requests in service encounters: a self-determination theory perspective
Teng Teng (2020)
Total Quality Management Practices and Performance of Manufacturing Firms in Kenya: Case of Bamburi Cement Limited
Abdi Siyad Keinan (2018)
What you measure is not necessarily what you get ! ” The mediating role of socialization within strategic buyer-supplier relationships
P. Cousins (2004)
10.1108/EJM-10-2016-0559
The effects of employee behaviours on customer participation in the service encounter: The mediating role of customer emotions
Yufei Zhao (2018)
10.4018/978-1-4666-2524-2.CH019
Behavioral Branding as a Customer-Centric Strategy
M. Slavova (2013)
Contextual Factors and the Creativity of Employees: The Mediating Effects of Role Stress and Intrinsic Motivation on Economy and Finance Organization in Tehran
P. Gelard (2014)
10.4018/978-1-5225-0948-6.CH008
Examining the Roles of Job Satisfaction and Organizational Commitment in the Global Workplace
Kijpokin Kasemsap (2017)
10.1108/09604520410558010
A customer‐oriented service‐enhancement system for the public sector
Chi-Kuang Chen (2004)
10.1108/08876040210443391
A customer‐oriented new service development process
I. Alam (2002)
The Effect of Branding on Orientation and Coaching : the Mediating Role of Hotel Culture
A. Mahafzah (2019)
10.1016/J.IJHM.2004.05.004
Effect of service orientation on job satisfaction, organizational commitment, and intention of leaving in a casual dining chain restaurant
W. Kim (2005)
10.7737/KMSR.2012.29.1.115
The Effect of Total Quality Management on Service Encounter Employees’ Attitude and Service Performance
Ki-Jung Ju (2012)
10.1108/09604520911005099
Atmospheric experiences that emotionally touch customers : A case study from a winter park
Terje Slåtten (2009)
10.1016/J.JBUSRES.2007.09.017
The effect of trust on customer contact personnel strategic behavior and sales performance in a service environment
J. Pappas (2008)
Framework for music as store atmospherics to induce buying : a study of Delhi mall customers
Pranay Verma (2013)
Preventive care study: a resource orchestration view
N. M. Fadhil (2018)
Effect of Managers’ Organizational Justice Understanding on the Level of Employees’ Organizational Commitment and Job Satisfaction
M. Demir (2017)
10.1080/02642069.2010.504822
Integrating internal customer orientation, internal service quality, and customer orientation in the banking sector: an empirical study
Uchenna Paschal Anosike (2011)
10.1017/S1833367200003370
Service staff attitudes, organisational practices and performance drivers
A. Beatson (2008)
10.1080/02642060701453270
Implementation and Outcomes of Customer Value: A Dyadic Perspective
S. Chen (2007)
See more
Semantic Scholar Logo Some data provided by SemanticScholar