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Service quality of frontline employees: A profile deviation analysis

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  • Malhotra, Neeru
  • Mavondo, Felix
  • Mukherjee, Avinandan
  • Hooley, Graham

Abstract

Using a configuration theory approach, this paper conducts a comparative study between frontline employees in phone and face-to-face service encounters for a retail bank. The study compares the top performers in service quality in relation to three components of organizational commitment and their demographics by applying a profile deviation analysis. The results show that the profile deviation for face-to-face employees is significantly negative, while for call center employees nonsignificant. Although the study finds no significant differences in the three components of commitment, significant differences exist in the total experience and age of the best performers. Also, affective commitment dominates the profile of high performers, while poor service providers seem to exhibit a higher level of continuance commitment. This study demonstrates the utility of profile deviation approaches in designing internal marketing strategies.

Suggested Citation

  • Malhotra, Neeru & Mavondo, Felix & Mukherjee, Avinandan & Hooley, Graham, 2013. "Service quality of frontline employees: A profile deviation analysis," Journal of Business Research, Elsevier, vol. 66(9), pages 1338-1344.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:9:p:1338-1344
    DOI: 10.1016/j.jbusres.2012.02.034
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    References listed on IDEAS

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    2. Thaichon, Paramaporn & Lobo, Antonio & Prentice, Catherine & Quach, Thu Nguyen, 2014. "The development of service quality dimensions for internet service providers: Retaining customers of different usage patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1047-1058.
    3. Ayşe Banu Elmadağ & Alexander E. Ellinger, 2018. "Alleviating job stress to improve service employee work affect: the influence of rewarding," Service Business, Springer;Pan-Pacific Business Association, vol. 12(1), pages 121-141, March.
    4. Zeng, Lijun & Wang, Jinfeng & Zhang, Jinsuo & Sun, Zhimei & Santibanez Gonzalez, Ernesto D.R., 2021. "A path matching model on new urbanization in mineral resource abundant regions," Resources Policy, Elsevier, vol. 73(C).
    5. Pyper, Keith & Marie Doherty, Anne & Gounaris, Spiros & Wilson, Alan, 2022. "A contingency-based approach to the nexus between international strategic brand management and export performance," Journal of Business Research, Elsevier, vol. 148(C), pages 472-488.
    6. Dhar, Rajib Lochan, 2015. "Service quality and the training of employees: The mediating role of organizational commitment," Tourism Management, Elsevier, vol. 46(C), pages 419-430.
    7. Ruan, Yanya & Mezei, József, 2022. "When do AI chatbots lead to higher customer satisfaction than human frontline employees in online shopping assistance? Considering product attribute type," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    8. Zhi Chen & Shenglan Huang & Chong Liu & Min Min & Liying Zhou, 2018. "Fit between Organizational Culture and Innovation Strategy: Implications for Innovation Performance," Sustainability, MDPI, vol. 10(10), pages 1-18, September.

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