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The role of individual differences in promoting front liners to become customer oriented: A case of the hotel industry in Malaysia


Mohd Noor, Nor Azila and Kasim, Azilah and Scarlat, Cezar and Muhamad, Azli (2012) The role of individual differences in promoting front liners to become customer oriented: A case of the hotel industry in Malaysia. Journal of Quality Assurance in Hospitality & Tourism, 13 (1). pp. 61-79. ISSN 1528-008X

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Abstract

As other service industry, hoteliers are highly relying on their contact employees known as front liners to deliver services to customers.Therefore, the behaviors of front liners can influence customers' perceptions of a hotel service. Customer-orientation behavior of employees has become a prime variable of interest for organizations wishing to successfully market their products.However, previous researches on this area have stressed the need for a better understanding of the process relating to customer orientation behavior and its influencing factors.This paper investigates the influence of organizational commitment, self-efficacy and intrinsic job motivation of front liners on customer-orientation behavior.

Item Type: Article
Uncontrolled Keywords: Malaysia, front liners, customer-orientation, organizational commitment, self efficacy, intrinsic job motivation, hotel
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Divisions: College of Law, Government and International Studies
Depositing User: Prof. Madya Dr. Nor Azila Mohd Nor
Date Deposited: 26 Jul 2015 04:57
Last Modified: 26 Jul 2015 04:57
URI: http://repo.uum.edu.my/id/eprint/14899

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