MEDIATORS OF JOB PERFORMANCE ON ORGANIZATIONAL COMMITMENT AND ADVOCACY IN RETAIL SERVICES

摘要

Employees play a central role in the service/product delivery process. Customer contact employees in particular have a direct and powerful impact on how customers see an organization (Boles and Babin 1996; Brown and Lam 2008; Heskett et al. 1994; Keleman and Papasolomou 2007; Sawyerr, Srinivas, and Wang 2009). It is of ten their behaviors which determine customer perceptions of the quality of service products (Boles and Babin 1996; Payne, Holt, and Frow 2001). According to the service profit chain model (Payne, Holt, and Frow 2001) employees' positive attitudes result in more satisfied customers, with less complaints and a lower level of customer turnover. On the other hand, the role of these 'part-time marketers' is essential, in ensuring a more profitable or successful business (Gronroos 1994; Schneider et al. 2003), thereby emphasizing the critical role of internal marketing in organizations.