Measuring service orientation of service delivery employees

Wilson, Alan and Frimpong, Kwabena (2012) Measuring service orientation of service delivery employees. In: 12th International Research Conference in Service Management, 2012-05-07.

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Purpose The purpose of this paper is to provide a broader conceptualisation and measurement of service orientation in service delivery, reflecting employees’ interactions with both internal and external customers. Design/methodology/approach An instrument was developed following a systematic scale development approach. Survey data were collected from 535 employees and 1,268 customers in the final study of the research. Findings Results from an exploratory factor analysis suggest that service orientation in delivery is underpinned by four major structures, namely internal cooperative attitudes and behaviours, service responsiveness, service competence and enhanced service. Research limitations/implications Findings cannot be generalised as the study was based on only the banking sector in one country. Future research may use the current conceptual framework in other service contexts such as hospitality, health, transportation and education where the service orientation of employees plays a vital role in service delivery. Practical Implications The 4 dimensions of service orientation in delivery which were identified-especially, the aspect relating to internal cooperative attitudes and behaviours - can be considered as very crucial service attitudes and behaviours which managers must consider in the management of service employees.