Explaining motivational factors of employees' behavior towards customers' satisfaction using the theory of planned behavior.

Autor: Zewdie YG; Department of management, College of business and economics, University of Gondar, Gondar, Ethiopia., Getahun DA; Department of management, College of business and economics, University of Gondar, Gondar, Ethiopia., Mengistu YA; Department of special needs and inclusive education, College of education, University of Gondar, Gondar, Ethiopia., Mekonnen SA; Department of Veterinary Epidemiology and Public Health, College of Veterinary Medicine and Animals Sciences, University of Gondar, Gondar, Ethiopia., Mengstie MM; Department of Psychology, College of Social Sciences and the Humanities, University of Gondar, Gondar, Ethiopia.
Jazyk: angličtina
Zdroj: PloS one [PLoS One] 2024 Nov 22; Vol. 19 (11), pp. e0314431. Date of Electronic Publication: 2024 Nov 22 (Print Publication: 2024).
DOI: 10.1371/journal.pone.0314431
Abstrakt: Lack of customer satisfaction in public service is one of the most important problems particularly in developing countries. Despite the efforts by governments to improve public service delivery, the resulting outcomes are quite limited. This demands evidence not only on the demand side but also on the supply side of the public service delivery in that how to motivate employees to improve their performance in satisfying customers. It is believed that finishing customers' issues within required time and serving them with impartiality are few of the many factors satisfying customers. The Theory of Planned Behavior was used to explore the intentions of employees towards finishing customers' issues within required time and serving customers with impartiality, and to study associations between their intentions and any of three factors (attitude, subjective norm and perceived behavioral control) that, according to the Theory of Planned Behavior, determine intentions. A total of 188 questionnaires were completed by employees in 12 organizations. Majority of the employees (88.8%) had a positive intention to serve customers with impartiality; 66.5% had the intention to finish customers' issues within required time. Employees had a more positive attitude and perceived behavioral control but lower subjective norm toward implementing both intentions. Attitude was positively associated (P<0.05) with the intention to serve customers with impartiality. Subjective norm was negatively associated with the intention to finish customers' issues within required time. Intervention programs aiming to increase the intention of employees toward customers' satisfaction should primarily focus on changing employees' attitude and secondarily on improving their subjective norms.
Competing Interests: The authors have declared that no competing interests exist.
(Copyright: © 2024 Zewdie et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.)
Databáze: MEDLINE
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