Customer Learning Orientation in Public Sector Organizations

Autor:	Elena Kiryanova Bernard, Talai Osmonbekov, Daryl McKee
Rok vydání:	2011
Předmět:	Marketing Voice of the customer Customer retention Customer advocacy ComputingMilieux_THECOMPUTINGPROFESSION business.industry Organizational learning Customer reference program Customer satisfaction Business Organizational commitment Customer intelligence
Zdroj:	Journal of Nonprofit & Public Sector Marketing. 23:158-180
ISSN:	1540-6997 1049-5142
DOI:	10.1080/10495142.2011.572684
Popis:	Organizational learning and customer orientation have been a focus of research for a number of years in both marketing and management literature. Customer learning orientation is conceptualized as three important components: management customer orientation, customer feedback, and employee learning orientation. By drawing from both marketing and organizational research theories, the authors propose a model of customer learning orientation in a public sector organizational setting. Customer learning orientation is hypothesized to have a significant effect on employee attitudes of role ambiguity and self-efficacy, which in turn affects job outcomes of job satisfaction and organizational citizenship behaviors. Using a sample of 438 employees of a public sector organization, the authors test the model through a structural equation modeling technique. The results provide general support for the model. Implications for managers of public sector organizations and future research are discussed.
Databáze:	OpenAIRE
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