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Investigating the Impact of Social Exchange between Employees and Customers on Services Provided to Customers with the Mediating Role of Customer Orientation and Moderator of Employee Commitment
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| Mehran Abdarpoor *1, Pedram Pakseresht |
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Abstract: (16 Views) |
The life of the organization in today's competitive environment depends on customer orientation. This research has been conducted with the aim of investigating the effect of social exchange of employees with customers on the services provided to customers with the mediating role of customer orientation and moderator of employee commitment. In terms of method, this research is a descriptive-survey of the correlation type and its statistical population includes all the employees of the marketing and sales unit of Mobarake steel complex, who were selected as a statistical sample using Cochran's formula. The measuring tool of the research is a questionnaire, and to measure the validity of the questionnaires using the form and content method, and to determine its reliability, Cronbach's alpha was calculated with a value of 0.896. Data analysis was done using SPSS26 and SMART PLS3 software. The results of the research showed that the social exchange of employees had an effect on customer orientation and services provided by employees to customers, and customer orientation on services provided to customers; And customer orientation has a mediating role in the relationship between employees' social exchange with customers and services provided, but organizational commitment did not moderate the relationship between employees' social exchange with customers and services provided to customers. |
Article number: 20 |
| Keywords: Customer service, Employee social exchange, Customer orientation, Employee commitment |
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Full-Text [PDF 1031 kb]
(10 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2022/12/9 | Accepted: 2023/01/14 | Published: 2023/03/14
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