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Customer perceptions of frontline employee service delivery: A study of Russian bank customer satisfaction and behavioural intentions
Affiliation:1. Sprott School of Business Carleton University Ottawa, ON, Canada K1S 5B6;2. School of Business and Management, American University of Sharjah, PO Box 26666, Sharjah, United Arab Emirates;1. Virginia Polytechnic Institute & State University, Department of Marketing, Blacksburg, VA 24061-0236, USA;2. Yonsei University, School of Business, Seodaemun-gu, Seoul 120-749, South Korea;3. Duksung Women’s University, Department of Business Administration, Seoul, South Korea;4. Independent Researcher, Redmond, WA 98052, USA;5. American Chemical Society, Washington, DC 20036, USA;6. Bilkent University, Faculty of Business Administration, Bilkent, 06800 Ankara, Turkey;1. Queensland University of Technology, Vlerick Business School, 2 George Street, P Block Level 8, Brisbane, QLD 4000, Australia;2. Queensland University of Technology, 2 George Street, P Block Level 8, Brisbane, QLD 4000, Australia;3. Griffith University, Gold Coast Campus, Parklands Drive, Southport, QLD 4215, Australia;4. Woolworths Ltd., 1 Woolworths Way, Bella Vista, NSW 2153, Australia;5. Vlerick Business School, KU Leuven, Vlamingenstraat 83, 3000 Leuven, Belgium
Abstract:This study examines the nature of relationships between customer perceptions of frontline employee service delivery (core and relational), satisfaction and selected behavioural intentions by using customers of a commercial retail bank in Russia as its setting. Contrary to findings from North American-Western research, the study findings show that relational service delivery only significantly impacts customer satisfaction for Russian males whereas core service delivery only impacts this affective outcome for Russian female customers. Implications of the results are discussed and future research avenues are offered.
Keywords:Customer Satisfaction  Gender  Survey  Russia  Core and relational service  Behavioural intentions
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