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Delivering Customer-Oriented Behaviour through Empowerment: An Empirical Test of HRM Assumptions
Authors:Riccardo Peccei  & Patrice Rosenthal
Institution:King's College, London
Abstract:Organizational initiatives to strengthen customer orientation among front-line service workers abound, and have led many commentators to speak of the reconstitution of service work. These interventions rest on managers' assumptions about what engenders the desired customer-oriented behaviours among employees. We evaluate those assumptions in the context of a major change initiative in a supermarket firm. The logic of the programme mirrors key precepts in the contemporary management literature. These are that management behaviour, job design and values-based training can produce a sense of empowerment among employees, and that empowerment will generate prosocial customer-oriented behaviour. Using data from a large scale employee survey, we test the validity of those assumptions. Employees who perceived management behaviour in a positive light and who had participated in values-based training were more likely to feel empowered (i.e. to have internalized prosocial service values and to feel a sense of competence and autonomy on the job). Psychological empowerment was, in turn, positively related to the customer-oriented behaviour of workers. This study, therefore, provides support for key assumptions underlying HRM theory and practice in services.
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