Service orientation as a personality trait of employees and its measurement: A literature review

Year 2011, Volume: 22 Issue: 2, 139 - 153, 01.06.2011

Salih Kuşluvan Duygu Eren

Abstract

The purpose of this study is to define service orientation construct as an aspect of personality traits, examine various scales for measuring it and review and summarize empirical studies related to the consequences of service orientation for employees and organizations. In this regard, the study is a literature review of the conceptual and empirical literature regarding the service orientation construct. The literature review indicates that service orientation at the individual level is a combination of biologically based personality traits as well as early learning and socialization experience of individuals which lead to certain cultural values, attitudes and behaviors. Empirical literature shows that many scales, which are not identical, are developed to measure individual service orientation and service orientation is strongly related to employee performance, job satisfaction, organizational commitment, organizational citizenship behavior, job stability, service quality, customer satisfaction and loyalty

Keywords

personality traits, customer oriented service, service orientation, customer orientation, service quality, employees, organizational culture, Interpersonal Competence Scale, Selling Orientation-Customer Orientation Scale, Service Orientation Index, Customer Servi

İşgörenlerinlerin kişilik özelliği olarak hizmet verme yatkınlığı ve ölçümü: Bir literatür taraması

Abstract

Bu çalışmanın amacı, bireysel düzeyde kişilik özelliklerinin bir yönü olarak hizmet verme yatkınlığının tanımını, ölçümünü, işgörenler ve işletmeler açısından sonuçlarını ilgili literatür ışığında irdelemektir. Başka bir ifade ile bu çalışma, bireysel düzeyde hizmet verme yatkınlığı ile ilgili kavramsal ve görgül literatürün bir taraması niteliğindedir. İlgili literatürün incelenmesi sonucunda bireysel düzeyde hizmet verme yatkınlığının, doğuştan gelen kişilik özellikleri ile öğrenme deneyiminin etkileşimi ve birleşimi sonucu oluştuğu; tüketicilerin gereksinimlerini karşılamaya ve iyi hizmet vermeye istekli ve yetenekli olma, tüketicilerle etkili iletişim kurabilme ve bundan zevk alabilme gibi kişilik özelliklerini, tutum ve davranışları kapsadığı görülmektedir. Buna ilaveten, hizmet verme yatkınlığını ölçmek üzere birbiriyle tam olarak örtüşmeyen çok sayıda ölçek geliştirildiği; hizmet verme yatkınlığının işgören performansını, iş tatminini, örgütsel bağlılığı, iş istikrarını, örgütsel vatandaşlık davranışını, hizmet kalitesini, müşteri memnuniyetini ve sadakatini etkilediği tespit edilmiştir.

Keywords

kişilik özellikleri, müşteri odaklı hizmet, servis odaklılık, müşteri odaklılık, hizmet kalitesi, çalışanlar, örgütsel kültür, Bireylerarası Yetkinlik Ölçeği, Satış Odaklılık-Müşteri Odaklılık Ölçeği, Hizmet Verme Yatkınlığı Envanteri, Hizmet Becerileri Envanteri,

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