SERVOR in China: testing the effect of service orientation on service skills performance.
Abstract:. Practical implications – Based on the results of this study, firms can strengthen the service orientation as an effective strategy to improve service skills and this broad strategy can be decomposed into more workable tactics like building service leadership, service contact, human resources management and service system improvement. Originality/value – The present study bridged the macro and micro perspectives by developing a framework that provides a deeper and richer portrait of what kind of front-line employees engage in good service performance and, at the same time, what kind of service orientation component will be more effective in facilitating service performance. The findings contribute to the explanation of significant variance in employees' service performance. The present study is thus a compelling extension of the previous approach to research on service behavior