Sia, Kye Fung (2021) Predicting effect of service orientation on organisational performance by customer contact employees in the Malaysian food service industry. Master dissertation/thesis, UTAR.
Abstract
Organisations in the food service industry have started to focus on the deliverance of quality services to customers as one of the ways to be successful in the current competitive environment. To maintain the quality of service above the desirable level, management of these organisations are turning their attention towards service orientation. Conceptual model of this study was established based on resource-based view suggesting that service orientation and its dimensions (service encounter practices, service system practices, service leadership practices and human resource management practices) are the valuable resources organisation shall exploit to stand out from the competitors. This study employed quantitative cross sectional research design and non-probability purposive and snowballing technique in which, data were collected through survey administered online. Multiple regression analysis was conducted to understand the relationships and to examine the predicting effects of service orientation on organisational performance. Total of 203 contact employees from food service industry in Malaysia were recruited. Results were consistent with most of the past studies that conducted in other industry as service orientation was found to have positive predicting effect on the organisational performance. Managerial implications for exploiting all the fundamental elements of service orientation and practical suggestions for foodservice organisation with limited resources were provided.
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