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Standing in My Customer's Shoes: Effects of Customer-oriented Perspective Taking on Proactive Service Performance

Huo, Yuanyuan, Chen, Ziguang, Lam, Wing and Woods, Steve (2018) Standing in My Customer's Shoes: Effects of Customer-oriented Perspective Taking on Proactive Service Performance Journal of Occupational and Organizational Psychology.

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Abstract

We develop a theoretical framework that delineates the process by which customer-oriented perspective taking contributes to employees’ proactive service performance. Drawing from motivated information processing and proactivity perspectives, the model hypothesizes that employees’ customer-oriented perspective taking enhances their role breadth self-efficacy (RBSE), which in turn enhances proactive customer service performance and proactive complaint-handling performance. A three-wave, time-lagged study, involving 145 frontline employees and their immediate supervisors in the Chinese hospitality industry, tests the research model. The results of structural equation modelling show taking customers’ perspectives results in a high level of RBSE. This relationship grows stronger if employees exhibit a strongly proactive personality. A high level of RBSE also mediates the interactive effects of customer-oriented perspective taking and proactive personality on proactive customer service performance and proactive complaint-handling performance. These findings provide insights for research on perspective taking, RBSE, and proactive service performance.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
NameEmailORCID
Huo, Yuanyuany.huo@surrey.ac.uk
Chen, Ziguang
Lam, Wing
Woods, Steves.a.woods@surrey.ac.uk
Date : 4 December 2018
DOI : 10.1111/joop.12247
Copyright Disclaimer : © 2018 The Authors. Journal of Occupational and Organizational Psychology published by John Wiley & Sons Ltd on behalf of British Psychological Society This is an open access article under the terms of the Creative Commons Attribution‐NonCommercial License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited and is not used for commercial purposes.
Depositing User : Melanie Hughes
Date Deposited : 02 Nov 2018 12:33
Last Modified : 05 Apr 2019 14:28
URI: http://epubs.surrey.ac.uk/id/eprint/849820

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