Contrary to our hypothesis and prior research findings (Hoffman and Ingram, 1992),
job satisfaction was not found to be associated with customer-oriented behaviour. The
impact of affective commitment on customer-oriented behaviour was found rather
weak (Model 9) and absent when organisational empowerment was entered (Model 10).
As we found no prior research on this relationship, we cannot make any comparisons.
However, our findings emphasise the critical role of psychological empowerment in the
enhancement of customer-oriented behaviour, which is also congruent with prior
research that found a positive relationship between the two constructs (Peccei and
Rosenthal, 2001).
Contrary to our hypothesis and prior research findings (Hoffman and Ingram, 1992),job satisfaction was not found to be associated with customer-oriented behaviour. Theimpact of affective commitment on customer-oriented behaviour was found ratherweak (Model 9) and absent when organisational empowerment was entered (Model 10).As we found no prior research on this relationship, we cannot make any comparisons.However, our findings emphasise the critical role of psychological empowerment in theenhancement of customer-oriented behaviour, which is also congruent with priorresearch that found a positive relationship between the two constructs (Peccei andRosenthal, 2001).
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