Relationship Between Service Quality of CCEs and Organizational Functioning Variables in Indian Hotel Industry

Abstract

Current study is an attempt to contribute to the growing body of knowledge of linkage studies which work at establishing links between organizational functioning variables and organizational outcomes. This research explores the relationship between organizational outcome i.e. service quality and two organizational functioning variables i.e. job satisfaction and organizational commitment of customercontact employees (CCE), in the hotel industry This study expands the organizational commitment to include normative and continuance commitment, the two neglected aspects of commitment in marketing of services literature. To measure organizational functioning variables data was collected from 150 CCEs and to measure organizational outcome variables, data was collected from 150 customers, with help of structured self administered questionnaires. Data analysis was done using correlation and regression analysis. Results of the study highlight that hypothesis of Linkages applies to this relationship based industry as well. However the interesting output of the study was the relation between service quality and normative commitment. These results highlight that, if managed properly, in a high relationship based service industry like hotel industry, human resource could be a source of core competence and inimitability through competitive ambiguity. Research results further suggests that service companies should develop human resource strategies for normative commitment targeted at younger and well educated people CCE.

Keywords: Service quality, SERVPERF, Job satisfaction, Organizational Commitment

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