Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry

 

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dc.contributor.advisor Human, Gert en_ZA
dc.contributor.author Van Pallander, Sharlene en_ZA
dc.date.accessioned 2014-10-17T10:10:59Z
dc.date.available 2014-10-17T10:10:59Z
dc.date.issued 2014 en_ZA
dc.identifier.citation Van Pallander, S. 2014. Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry. University of Cape Town. en_ZA
dc.identifier.uri http://hdl.handle.net/11427/8542
dc.description Includes bibliographical references. en_ZA
dc.description.abstract The study of market orientation has received considerable attention in the marketing literature, and remains well debated. Despite numerous conceptualisations and approaches to understand the relationship between market orientation, service quality and productivity across diverse industries, few studies have considered it at individual level and within the South African contact centre industry. This study employs self reported data from frontline employees and their Key Performance Indicators (KPI) to empirically consider the notion that market orientation, service quality and productivity are related. A survey was used to collect data from 218 respondents and the hypothesised model was tested using Partial Least Squares (PLS) path analysis and Pearson correlation analyses. The results confirm significant and positive relationships between a number of market orientation components and those of service quality. Interestingly, a number of components of market orientation and service quality were found to be significantly correlated with only one of the productivity indicators - Average Handling Time. Counter to expectation, the components of service quality were not found to be negatively correlated with productivity. This finding contradicts the literature that argues that service quality and productivity are often in conflict, and highlights that the methods often employed to measure productivity in certain South African contact centres, do not correspond to service quality in the way that is commonly assumed. en_ZA
dc.language.iso eng en_ZA
dc.title Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry en_ZA
dc.type Master Thesis
uct.type.publication Research en_ZA
uct.type.resource Thesis en_ZA
dc.publisher.institution University of Cape Town
dc.publisher.faculty Faculty of Commerce en_ZA
dc.publisher.department School of Management Studies en_ZA
dc.type.qualificationlevel Masters
dc.type.qualificationname MPhil en_ZA
uct.type.filetype Text
uct.type.filetype Image
dc.identifier.apacitation Van Pallander, S. (2014). <i>Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry</i>. (Thesis). University of Cape Town ,Faculty of Commerce ,School of Management Studies. Retrieved from http://hdl.handle.net/11427/8542 en_ZA
dc.identifier.chicagocitation Van Pallander, Sharlene. <i>"Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry."</i> Thesis., University of Cape Town ,Faculty of Commerce ,School of Management Studies, 2014. http://hdl.handle.net/11427/8542 en_ZA
dc.identifier.vancouvercitation Van Pallander S. Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry. [Thesis]. University of Cape Town ,Faculty of Commerce ,School of Management Studies, 2014 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/8542 en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Van Pallander, Sharlene AB - The study of market orientation has received considerable attention in the marketing literature, and remains well debated. Despite numerous conceptualisations and approaches to understand the relationship between market orientation, service quality and productivity across diverse industries, few studies have considered it at individual level and within the South African contact centre industry. This study employs self reported data from frontline employees and their Key Performance Indicators (KPI) to empirically consider the notion that market orientation, service quality and productivity are related. A survey was used to collect data from 218 respondents and the hypothesised model was tested using Partial Least Squares (PLS) path analysis and Pearson correlation analyses. The results confirm significant and positive relationships between a number of market orientation components and those of service quality. Interestingly, a number of components of market orientation and service quality were found to be significantly correlated with only one of the productivity indicators - Average Handling Time. Counter to expectation, the components of service quality were not found to be negatively correlated with productivity. This finding contradicts the literature that argues that service quality and productivity are often in conflict, and highlights that the methods often employed to measure productivity in certain South African contact centres, do not correspond to service quality in the way that is commonly assumed. DA - 2014 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2014 T1 - Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry TI - Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry UR - http://hdl.handle.net/11427/8542 ER - en_ZA


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