Customer service behaviour

Dr Penny Simpson examined the nature and antecedents of customer-oriented behaviour in a case study context. This investigation unravelled the factors that engender this behaviour.

Project timeframe

This research project commenced in 2011 and is ongoing.

Project objectives

The objectives of the research were to:

  • explore the nature of customer-oriented behaviour and the factors that engender such behaviour within a case study context
  • develop and test a conceptual model of the antecedents of customer-oriented behaviour.

Project findings and impact

The research found that individual level factors were key antecedents of customer-oriented behaviour. Training is often assumed to be of critical importance, however, findings suggest that its impact is indirect as opposed to direct. Furthermore, it was found that the use of the ability, motivation and opportunity framework provided a valuable framework to use when considering such behaviour.

Through exploring the individual and situational factors which contribute to a customer-oriented approach, we can improve the debate about how best to enhance these much desired behaviours in the service sector.


Research team

Dr Penny Simpson

Output

Simpson, P (2011) The Nature and Antecedents of Customer-Oriented Behaviour: A Longitudinal Analysis Within a Case Study Service Context. (PhD paper)

Partners

PhD supervisors:

Professor Riccardo Peccei, King’s College London

Professor David Guest, King’s College London