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Enhancing Employee Customer Orientation: Key Success Factors for Distribution Firms

This critically appraised topic by Cédric Velghe at Ghent University explores essential strategies for improving employee customer orientation (CO) in distribution firms, ultimately leading to enhanced customer satisfaction. The study assesses 15 relevant studies to identify the success factors managers can implement, focusing on organizational climate, leadership support, and value-oriented training. Conclusions highlight the importance of fostering a value-congruent environment and mentoring to boost CO among employees, especially those with limited customer interactions.

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Enhancing Employee Customer Orientation: Key Success Factors for Distribution Firms

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  1. A CriticallyAppraised Topic onCustomerOrientation • Cédric Velghe • GhentUniversity • Belgium • Cedric.velghe@ugent.be Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

  2. What will the review answer? • “What are the success factors to implement in order to stimulate employee customer orientation (and eventually customer satisfaction) among all employees of a distribution firm?” Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

  3. PICOC, what is the focus of the evidence search? • P = employee,worker • I = (whatcan managers do to get O?) • C = / • O = customerorientation (CO), customersatisfaction, customer service, service quality • C = distribution, logistic, ageingworkforce, complex organization Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

  4. Search Strategy, how was the research evidence sought? • 3 Scientific Databases • 16 search queries • 307 titles and abstracts screened • Search threshold: 100 • Focus on Meta-analyses and SystematicReviews • Individual level measurement of outcomeonly • No sales Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

  5. Search Strategy, how was the research evidence sought? Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

  6. Critical Appraisal and Classification, what was found? • 15 relevant studies • 1 Level C-study, a meta-analysis • 14 Level D-studies, 4 of them D+, givenmulti-source data • Overall, this research is of weakinternalvalidity. • Selection-bias • However, a representative sample of studies on employee CO Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

  7. Conclusions and recommendation (1) • CO is a workvalueshapingthoughts and behaviour, a psychological resource • CO is nota behavioural script orfollowingfavourableworkconditions • Stress-reduction, satisfactionor engagement interventionsmay have no impact • Formalizingorcurtailing CO may have adverse impact Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

  8. Conclusions and recommendation (2) • Support forsocializationefforts to achievevalue-congruence in CO : • Attrition, selection and retention of CO employees • Organizationalclimate and leadershipcommunicate, encourage and support CO. • Mentoring, coaching, byrole-models • Value-oriented training Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

  9. Conclusions and recommendation (3) • CO interventionsbeneficialforemployees withless (meaningful) interactionswithcustomers • High-persuasion jobs (e.g. tele-marketing) benefit lessfrom CO Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

  10. Thank you for your attention! • Do you have anyquestions? • cedric.velghe@ugent.be • @cedricvelghe • @centerforebmgt Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

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