Structural relationships among organisation service orientation, employee service performance, and consumer identification

Numerous studies have examined relationship behaviour linking enterprises and consumers from the enterprise perspective rather than the consumer perspective, including consumer approval and relationship maintenance. To redress this imbalance, this study investigates three issues linking the enterprise and consumer perspectives. The first issue involves analysing the influence on the consumers that arises from integrated internal and external environmental resources using service orientation business strategies. The second issue involves exploring the foundations of the relationship factors based on consumer identification that serves to establish consumer relationships. The third issue involves discussing consumer and staff evaluations and experiences of the service. The following opinions can be induced based on the analytical results. Both internal and external environmental characteristics positively affect the service orientation of business. Service orientation positively impacts consumer perceptions of employee service performance. Consumer perceptions of employee service performance have positively impacted consumer identification.