Antecedents of Customer-Directed Behaviours
The performance of frontline service employees is critical in maintaining customer loyalty, customer satisfaction and ultimately the success of service organizations. In our research, we examine contextual (e.g., employees’ psychological contracts, experience of customer mistreatment or incivility) and person factors (e.g., perspective taking, emotional intelligence, and self-regulatory capabilities) in predicting employee (e.g., citizenship behaviors directed towards customers, in-role performance directed towards customers) and customer (e.g., loyalty, repurchase intentions, negative word of mouth, etc.) reactions. Collectively, our research has important implications for human resource management and internal marketing practices that foster the customer-centric mindset service employees.
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