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The Relative Influence of Organizational Commitment and Job Satisfaction on Service Quality of Customer-Contact Employee

The Relative Influence of Organizational Commitment and Job Satisfaction on Service Quality of Customer-Contact Employees in Banking Call Centers. Authors: Neeru Malhotra & Avinandan Mukherjee Jonathan Doles MGMT 435. Purpose.

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The Relative Influence of Organizational Commitment and Job Satisfaction on Service Quality of Customer-Contact Employee

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  1. The Relative Influence of Organizational Commitment and Job Satisfaction on Service Quality of Customer-Contact Employees in Banking Call Centers Authors: NeeruMalhotra & AvinandanMukherjee Jonathan Doles MGMT 435

  2. Purpose • To see if job satisfaction and organizational commitment effect the service quality of employees who have direct contact with the customers

  3. Objective • Empirically test the relationship between service quality and: • Job Satisfaction • Three components of organizational commitment • The relative importance of the effects of job satisfaction and organizational commitment

  4. Previous Work • Petty 1984, Schneider and Bowen 1995, Yousef 2000, Organ 1977, Vroom 1964, Silvestro and Cross 2000, Hartline and Ferrell 1996, MacKenzie 1998 • Meyer and Allen 1991, Suliman and Iles 2000, Suliman 2002

  5. Hypotheses • H1: Job satisfaction has a significant positive effect on the service quality of customer-contact employees • H2: Affective commitment has a significant positive effect on service quality • H3: Normative commitment has a significant positive effect on service quality • H4: Continuance commitment has a significant negative effect on service quality • H5: Job satisfaction has a more significant relationship with service quality than the three dimensions of organizational commitment

  6. Types of Commitment • Affective Commitment: • the employee's emotional attachment to, identification with, and involvement in the organization • Normative Commitment: • the employee's feelings of obligation to stay with the organization • Continuance Commitment: • the commitment based on the costs that the employee associates with leaving the organization

  7. Methodology • Study was done in the United Kingdom with one major retail bank • Used self-administered anonymous questionnaires • Originally given to 710 employees, 380 were completed, only 342 were applicable • Questionnaire designed to have employees evaluated their own performance • Five point ranging from “strongly agree” to “strongly disagree”

  8. SERVQUAL Instrument

  9. Results • H1: Job satisfaction has a significant positive effect on the service quality of customer-contact employees • ACCEPTED • H2: Affective commitment has a significant positive effect on service quality • ACCEPTED • H3: Normative commitment has a significant positive effect on service quality • MARGINALLY SUPPORTED • H4: Continuance commitment has a significant negative effect on service quality • REJECTED • H5: Job satisfaction has a more significant relationship with service quality than the three dimensions of organizational commitment • REJECTED

  10. Results

  11. Conclusions • Of all the components tested, only affective commitment has a significant relationship with service quality

  12. Applications for Management • Reconsider Hiring Criteria • Personality vs. Skill • Human Resource Management • Job Satisfaction

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