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Analysing relationships among frontline employee perceptions of rewards, attitudes and service quality in banking call centres: an internal marketing perspective.

机译：分析银行呼叫中心一线员工对奖励，态度和服务质量的看法之间的关系：内部营销观点。

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The basic purpose of the research is to understand the significance of internaludmarketing in influencing frontline employees'job-related attitudes and service quality.udSince rewards are considered to be an important compqnent of internal marketing, thisudresearch investigates relationships among frontline employee perceptions of rewardsud(extrinsic and intrinsic), attitudes (three components of organisational commitmentudviz. affective, normative and continuance, and job satisfaction), and service quality, inudbanking call centres.udIn this context, a conceptual model is presented comprising rewards as theudantecedentsa, ttitudes as the mediating variables, and service quality of the frontlineudemployees as the outcome variable. The model is empirically tested through a largeudsample study that is conducted among 4 call centres of a major retail bank in the UK.udFollowing certain qualitative in-depth interviews at the exploratory stage, structuraludequation modelling (using AMOS) is carried out on 342 useable questionnairesud(response rate of more than 50%), to empirically test the proposed framework for theudstudy. The measurement and structural models, after validation and purification,udprovided satisfactory fit estimates across absolute, incremental and parsimoniousudmeasures.udThe results highlight the importance of rewards, as part of internal marketing, inudmaintaining employee attitudes, and improving service quality. Intrinsic rewards (likeudrole clarity, training and skill variety) emerged as the most significant of all, as theyudwere found to impact on service quality directly. Extrinsic social rewards (likeudsupervision and team support) were not found to be significant, while the findingudregarding extrinsic organisational rewards-service quality relationship was surprising.udAlthough assumed important for perfon-nance, some had no direct effect (pay, andudbenefits satisfaction, extrinsic exchange), while others (working conditions andudpromotional opportunities) exerted a negative direct effect on service quality, althoughudthe indirect effect of most of these rewards was found to be positive. However, theseudrewards were considered important for influencing employee attitudes, which in turnudinfluence service quality. In this context, the importance of employee attitudes likeudaffective commitment and job satisfaction is emphasisedfor service quality. Theudempirical results of the study also reveal that it is the nature of commitment thatudmatters in commitment-service quality relationship. Affective commitment emerged asudthe only attitude variable to bear a significant positive relationship with serviceudquality. Job satisfaction was not found to impact on service quality directly, althoughudthe indirect effect was found to be positive. Normative commitment impacted onudservice quality indirectly, while continuance commitment was not found to beudeffective at all.udBesides theoretical and methodological contributions, the thesis also provides strongudmanagerial implications and directions for future research in applying internaludmarketing for improving service quality of frontline employees in call centres.udKeywords: internal marketing, rewards, service quality, commitment, job satisfaction,udUK banks, call centres, frontline employees.
机译：该研究的基本目的是了解内部 udmarketing在影响一线员工的工作态度和服务质量方面的重要性。 ud由于奖励被认为是内部营销的重要组成部分，因此 udresearch研究了一线员工之间的关系 udbanking呼叫中心的奖励 ud（外部和内在），态度（组织承诺的三个组成部分 udviz，情感，规范和持续性以及工作满意度）和服务质量 ud在这种情况下，这是一种概念模型给出的结果包括奖励（ udantecedentsa），态度（ttitudes）作为中介变量，以及前线（outline） udemployees的服务质量作为结果变量。该模型通过在英国一家主要零售银行的4个呼叫中心之间进行的大型 udsample研究进行了经验检验。 ud在探索阶段进行了某些定性的深入访谈之后，进行了结构/资产负债模型（使用AMOS）从342个可用的调查表中 ud（答复率超过50％），以实证检验所建议的调查框架。经过验证和纯化后，度量和结构模型在绝对，增量和简约 udmeasure中未提供令人满意的拟合估计。 ud结果强调了奖励的重要性，这是内部营销的一部分，可以维持员工的态度并改善服务质量。 。最重要的是内在奖励（如 udle的清晰度，培训和技能的多样化），因为它们直接影响到服务质量。外部的社会奖励（如 udsupervision和团队支持）并未被认为是重要的，而关于外部的组织奖励与服务质量关系的发现却令人惊讶。 ud尽管对绩效很重要，但有些并没有直接的效果（薪酬，和（或）福利，外部交流），而其他（工作条件和（或）促销机会）对服务质量产生了负面的直接影响，尽管发现大多数这些奖励的间接影响是积极的。但是，这些奖励对影响员工的态度很重要，反过来又影响服务质量。在这种情况下，重视员工的态度，例如积极的承诺和工作满意度，对于服务质量的重视。研究的经验结果还表明，承诺与服务质量之间的关系是承诺的本质。情感承诺是唯一的态度变量，与服务质量之间存在显着的正相关关系。尽管发现间接影响是积极的，但并未发现工作满意度直接影响服务质量。规范承诺间接地影响了 udservice的质量，而持续性承诺根本没有被证明 ududud。 ud关键字：内部营销，奖励，服务质量，承诺，工作满意度， udUK银行，呼叫中心，一线员工。

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    Malhotra Neeru;

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  • 年度 2004
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