Service orientation and performance: an organizational perspective

Richard S. Lytle · John E. Timmerman

264 citations0/0 files storedJournal of Services Marketing

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Customer Service Quality and Loyalty Service and Product Innovation Organizational Strategy and Culture

Abstract

Purpose With the growing interest in service orientation research, the concept has been demonstrated to be a defining factor in the creation of superior customer service and value. The purpose of the paper is to evaluate service orientation as a socially constructed variable, empirically examine its relationship with measures of organization performance, and offer implications for management. Design/methodology/approach This study was conducted to conceptualize and measure service orientation as an element of organizational culture, understand the linkage between service orientation as a strategic choice and organizational performance, and measure service orientation utilizing a multi‐informant approach. Findings The data indicated that organizational service orientation in banking is positively correlated with employee commitment, longevity, and esprit de corps, consumer products performance, service quality image, and banking profitability. Research limitations/implications The study had five principal limitations: the relationships were tested in one industry, the study was cross‐sectional, the researchers were dependent on self‐reported data, the incidence of low job performance may have affected other relationships in the study, and the number of strategic units was relatively small. Practical implications Organizational commitment and esprit de corps are important facets of an organization's culture that lead to longevity, higher service quality and profits. Originality/value This study is a step forward in investigating the organizational service orientation/organizational performance relationship in the arena of banking.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1985Competitive Advantage: Creating and Sustaining Superior Performance 2011External Control of Organizations: Resource Dependence Perspective 1979The Social Psychology of Organizations.1979Review of Psychometric theory (2nd ed.).1986Organizational Culture and Leadership

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