The antecedents of employee commitment to customer service: evidence from a UK

This paper provides a first attempt at conceptualizing and operationalizing the notion of commitment to customer service (CCS) as part of a broader concern to explore the determinants of key aspects of service quality and of individual-level performance in service organizations. Based on an explicitly behavioral definition of commitment to customer service, we first set out a model of the antecedents of CCS. We then test it using data from a representative sample of 717 employees of a major food-retailing organization in the UK. The results suggest that commitment to customer service is primarily a non-calculative phenomenon driven above all by affective. normative altruistic concerns, rather than by overtly instrumental considerations. Additional significant determinants of CCS were job pressure, job routinization. job competence and employees' understanding of customer service requirements. Research and policy implications of the study are discussed.