Factors Influencing Management of Customer Relationship of Frontline Employees in Selected Service-Sector Organizations

Abstract

In modern business environment, customers are more aware and informed. So, their expectation and satisfaction levels are very high from the service provider. Moreover, customization and personalization of services has made customer satisfaction challenging, which plays vital role in expanding any service organizations competitive growth. But, the main challenge is to get an insight of the factors affecting ability of the frontline employees (FE) to manage customer. The present study is a modest attempt to understand the factors affecting ability to manage customer relationship among FEs in service-sector organizations. It is an effort to understand as to what extent, and in what way, these factors affect their ability to manage customer. A pretested well-structured questionnaire was administered personally to 900 frontline service employees. Factor analysis was carried out to identify various factors that are responsible for FEs ability to manage customer relationship. The findings of the present study reveal nine factors, i.e., knowledge, reliability, managing relationship, attitude, job satisfaction, managing self, efficiency, dependability, and communication, which influence the ability of FEs to manage customer relationship.

Keywords: Frontline Employees, Service-Sector Organization, Ability to Manage Customer Relationship

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