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Service Effectiveness Through Employee-Customer Linkages

Satisfactory Essays

Academy of Management Executive, 2002, Vol. 16, No. 4

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Driving service effectiveness through employee-customer linkages
S. Douglas Pugh, Joerg Dietz, Jack W. Wiley, and Scott M. Brooks Executive Overview

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The management team at a national retailer of consumer healthcare products came under pressure from the parent company to improve profitability. In the past, they had focused on progressive human …show more content…

Linkage research integrates functional areas in a company: the customer-focused processes and measures of the marketing and operations areas, and the employee-focused measures of human resource management (HRM). It provides managers in different areas with a common language and framework for a holistic, strategic measurement system focusing on the shared objective of serving the customer. Second, the employee survey, dubbed the Service Excellence Index, helped to establish an agenda of the HRM issues that mattered most for customer satisfaction and financial success. The Service Excellence Index measured employee attitudes toward and perceptions of several workplace practices, including working conditions, workplace obstacles, technology, training, pay, benefits, and quality focus. The specific practices showing the strongest relationships to customer satisfaction were training, teamwork, and a consistent managerial emphasis on the delivery of quality products and services. On the basis of these relationships, a business case was built for increasing the amount of training for low performing stores, adjusting the store design to facilitate teamwork, and evaluating store managers on their service-quality focus. Linkage research helps managers identify, measure, and manage the intraorganizational drivers

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