Dampak dari Customer Orientation of Employee dan Customer Participation pada Relationship Satisfaction: Peran Mediasi dari Customer Value
Keywords:
customer orientation of service employee, customer participation, customer value, relationship satisfactionAbstract
The purpose of this paper is to seek to examine the role of mediation Customer Value (CV) the relationship between customer orientation of service employee (COSE) Customer Participation (CP) and Relationship Satisfaction (RS) the organization of public health services, hospital in West Java. The sample uses the respondent hospital patients in the disease amounted to 180 respondents. Structural equation modeling and confirmatory factor analysis was performed to evaluate hypothetical model. The size of the reliability and validity were also examined. Findings: Statistical analysis showed that following each COSE, and CP have a positive impact on CV, and CV increase RS. The practical implication: In the context of the health care industry at a hospital in West Java, Indonesia, the study offers a deeper understanding of the factors that influence CV, and how it affects RS CV. This understanding will help practitioners and policy formulating effective marketing strategies and strengthening services to customers on the basis of an interactive service on the front lines. The concierge service at the core and the spearhead in service in order to improve customer satisfaction by delivering high customer value.
References
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Byrne, B. M. (2013). Structural equation modeling with AMOS: Basic concepts, applications, and programming. Routledge.
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Chan, K. W. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of marketing, 74 (3), 48-64.
Chang, H. H. (2011). The moderating effect of customer perceived value on online shopping behaviour. Online Information Review, 35(3), 333-359.
Cheng, C., & Krumwiede, D. (2010). The effects of market orientation and service innovation on service industry performance: An empirical study. Operations Management Research, 3(3-4), 161-171.
Cheng, J., Chen, F., & Chang, Y. (2008). Airline relationship quality: An examination of Taiwanese passengers. Tourism management, 29 (3), 487-499.
Claycomb, C., Lengnick-Hall, C., & Inks, L. (2001). The customer as a productive resource: a pilot study and strategic implications. Journal of Business Strategies, 18(1), 47-69.
Dong, B. E. (2008). The effects of customer participation in co-created service recovery. Journal of the Academy of Marketing Science, 36(1), 123-137.
Eggert, A. (2002). Customer perceived value: a substitute for satisfaction in business markets?. Journal of Business & Industrial Marketing, 17(2/3), 107-118.
Eisingerich, A., & Bell, S. (2006). Relationship marketing in the financial services industry: The importance of customer education, participation and problem management for customer loyalty. Journal of Financial Services Marketing, 10(4), 86-97.
Ennew, C. T. (1999). Impact of participative service relationships on quality, satisfaction and retention: an exploratory study. Journal of Business Research, 46(2), 121-132.
Fiol, L. J. C. (2011). Multidimensional perspective of perceived value in industrial clusters. Journal of Business & Industrial Marketing, 26 (2), 132-145.
Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.
Gaur, S. X. S. (2011). Relational impact of service providers' interaction behavior in healthcare. Managing Service Quality: An International Journal, 21(1), 67-87.
Gutman, J. (1982). A means-end chain model based on consumer categorization processes. The Journal of Marketing, 60-72.
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Hansen, H. S. (2008). Customer perceived value in BtB service relationships: Investigating the importance of corporate reputation. Industrial Marketing Management, 37(2), 206-217.
Hennig-Thurau, T. (2003). Customer orientation of service employees—Toward a conceptual framework of a key relationship marketing construct. Journal of Relationship Marketing, 2(1-2), 23-41.
Hennig-Thurau, T. (2004). Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention. International Journal of Service Industry Management, 15(5), 460-478.
Hetsroni, A. (2000). The relationship between values and appeals in Israeli advertising: a smallest space analysis. Journal of Advertising, 29(3), 55-68.
Homburg, C., Müller, M., & Klarmann, M. (2011). When does salespeople’s customer orientation lead to customer loyalty? The differential effects of relational and functional customer orientation. Journal of the Academy of Marketing Science, 39(6), 795-812.
Kim, W. (2010). Customer orientation of service employees and rapport: Influences on service-outcome variables in full-service restaurants. Journal of Hospitality & Tourism Research, 34(1), 34-55.
Lai, W. T. (2011). Behavioral intentions of public transit passengers—The roles of service quality, perceived value, satisfaction and involvement. Transport Policy, 18(2), 318-325.
Moliner, M. A. (2009). Loyalty, perceived value and relationship quality in healthcare services. Journal of Service Management, 20(1), 76-97.
Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: testing a model of voluntary participation in value coâ€creation activities. Journal of Product Innovation Management, 26(4), 388-406.
Ndubisi, N. O. (2012). Mindfulness, reliability, pre-emptive conflict handling, customer orientation and outcomes in Malaysia's healthcare sector. Journal of Business Research, 65(4), 537-546.
Neter, J. W. (1996). Applied linear statistical models. Chicago, IL: Irwin.
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing.
Ostrom, A., & Iacobucci, D. (1995). Consumer trade-offs and the evaluation of services. The Journal of Marketing, 17-28.
Parasuraman, A. Z. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Retailing: Critical Concepts, 64(1), 140.
Paré, G. A. (2007). The impact of human resource management practices on IT personnel commitment, citizenship behaviors, and turnover intentions. Group and Organization Management, 37(3), 326-357.
Podsakoff, P., & Organ, D. (1986). Self-reports in organizational research: problems and prospects. Journal of Management, 12 (4), 531-544.
Pollay, R. W. (1987). On the value of reflections on the values in" the distorted mirror". The Journal of Marketing, 104-110.
Qin, S. Z. (2009). Impacts of customer service on relationship quality: an empirical study in China. Managing Service Quality: An International Journal, 4(19), 391-409.
Rajaobelina, L. (2009). Antecedents and consequences of buyer-seller relationship quality in the financial services industry. International Journal of Bank Marketing, 27(5), 359-380.
Seyal, A., Rahman, M., & Rahim, M. (2002). Determinants of academic use of the internet: a structural equation model. Behavior and Information Technology, 21 (1), 71-86.
Sheth, J., Newman, B., & Gross, B. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
Singh, R. (2011). Does salesperson's customer orientation create value in B2B relationships? Empirical evidence from India. Industrial Marketing Management, 40(1), 78-85.
Singh, R., & Koshy, A. (2011). Does salesperson's customer orientation create value in B2B relationships? Empirical evidence from India. Industrial Marketing Management, 40(1), 78-85.
Spake, D., & Megehee, C. (2010). Consumer sociability and service provider expertise influence on service relationship success. Journal of Services Marketing, 24(4), 314-324.
Thomas, R. K. (2007). Health services marketing: a practitioner's guide. Springer Science & Business Media.
Trasorras, R. W. (2009). Value, satisfaction, loyalty and retention in professional services. Marketing Intelligence & Planning, 27(5), 615-632.
Valenzuela, L. M. (2010). Impact of customer orientation, inducements and ethics on loyalty to the firm: Customers’ perspective. Journal of Business Ethics, 93(2), 277-291.
Vargo, S. L., & Lusch, R. F. (2008b). Why “service�. Journal of The Academy Of Marketing Science, 36(1), 25-38.
Vargo, S., & Lusch, R. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.
Vargo, S., & Lusch, R. (2008a). Service-dominant logic: continuing the evolution. Journal of The Academy of Marketing Science, 1-10.
Vesel, P., & Zabkar, V. (2010). Relationship quality evaluation in retailers' relationships with consumers. European Journal of Marketing, 44(9/10), 1334-1365.
Wachner, T., Plouffe, C., & Grégoire, Y. (2009). SOCO's impact on individual sales performance: The integration of selling skills as a missing link. Industrial Marketing Management, 38(1), 32-44.
Wang, C., Hsu, L., & Fang, S. (2009). Constructing a relationship-based brand equity model. Service Business, 3(3), 275-292.
Whipple, J., Lynch, D., & Nyaga, G. (2010). A buyer's perspective on collaborative versus transactional relationships. Industrial Marketing Management, 39(3), 507-518.
Woodall, T. (2003). Conceptualising'value for the customer': an attributional, structural and dispositional analysis. Academy of Marketing Science Review, 1.
Woodruff, R. (1997). Customer value: the next source for competitive advantage. Journal of The Academy of Marketing Science, 25 (2), 139-153.
Wu, C. H. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586-593.
Wu, J. T. (2009). The impact of a customer profile and customer participation on customer relationship management performanc. International Journal of Electronic Business Management, 7(1), 57-69.
Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.
Bagozzi, R. A. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16 (1), 74-94.
Baron, R., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51 (6), 1173-1182.
Bettencourt, L. A. (1997). Customer voluntary performance: customers as partners in service delivery. Journal of Retailing, 73 (3), 383-406.
Blocker, C. P. (2011). Modeling customer value perceptions in cross-cultural business markets. Journal of Business Research, 64 (5), 533-540.
Byrne, B. M. (2013). Structural equation modeling with AMOS: Basic concepts, applications, and programming. Routledge.
Castellanos-Verdugo, M. d.-G. (2009). The employee-customer relationship quality: Antecedents and consequences in the hotel industry. International Journal of Contemporary Hospitality Management, 21(3), 251-274.
Castellanos-Verdugo, M., de los Ãngeles, O.-G., Roldán, J., & Veerapermal, N. (2009). The employee-customer relationship quality: Antecedents and consequences in the hotel industry. International Journal of Contemporary Hospitality Management, 21(3), 251-274.
Chan, K. W. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of marketing, 74 (3), 48-64.
Chang, H. H. (2011). The moderating effect of customer perceived value on online shopping behaviour. Online Information Review, 35(3), 333-359.
Cheng, C., & Krumwiede, D. (2010). The effects of market orientation and service innovation on service industry performance: An empirical study. Operations Management Research, 3(3-4), 161-171.
Cheng, J., Chen, F., & Chang, Y. (2008). Airline relationship quality: An examination of Taiwanese passengers. Tourism management, 29 (3), 487-499.
Claycomb, C., Lengnick-Hall, C., & Inks, L. (2001). The customer as a productive resource: a pilot study and strategic implications. Journal of Business Strategies, 18(1), 47-69.
Dong, B. E. (2008). The effects of customer participation in co-created service recovery. Journal of the Academy of Marketing Science, 36(1), 123-137.
Eggert, A. (2002). Customer perceived value: a substitute for satisfaction in business markets?. Journal of Business & Industrial Marketing, 17(2/3), 107-118.
Eisingerich, A., & Bell, S. (2006). Relationship marketing in the financial services industry: The importance of customer education, participation and problem management for customer loyalty. Journal of Financial Services Marketing, 10(4), 86-97.
Ennew, C. T. (1999). Impact of participative service relationships on quality, satisfaction and retention: an exploratory study. Journal of Business Research, 46(2), 121-132.
Fiol, L. J. C. (2011). Multidimensional perspective of perceived value in industrial clusters. Journal of Business & Industrial Marketing, 26 (2), 132-145.
Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.
Gaur, S. X. S. (2011). Relational impact of service providers' interaction behavior in healthcare. Managing Service Quality: An International Journal, 21(1), 67-87.
Gutman, J. (1982). A means-end chain model based on consumer categorization processes. The Journal of Marketing, 60-72.
Hair, J. J. (2006). Multivariate data analysis, 6th ed. Upper Saddle River, NJ: Prentice Hall.
Hansen, H. S. (2008). Customer perceived value in BtB service relationships: Investigating the importance of corporate reputation. Industrial Marketing Management, 37(2), 206-217.
Hennig-Thurau, T. (2003). Customer orientation of service employees—Toward a conceptual framework of a key relationship marketing construct. Journal of Relationship Marketing, 2(1-2), 23-41.
Hennig-Thurau, T. (2004). Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention. International Journal of Service Industry Management, 15(5), 460-478.
Hetsroni, A. (2000). The relationship between values and appeals in Israeli advertising: a smallest space analysis. Journal of Advertising, 29(3), 55-68.
Homburg, C., Müller, M., & Klarmann, M. (2011). When does salespeople’s customer orientation lead to customer loyalty? The differential effects of relational and functional customer orientation. Journal of the Academy of Marketing Science, 39(6), 795-812.
Kim, W. (2010). Customer orientation of service employees and rapport: Influences on service-outcome variables in full-service restaurants. Journal of Hospitality & Tourism Research, 34(1), 34-55.
Lai, W. T. (2011). Behavioral intentions of public transit passengers—The roles of service quality, perceived value, satisfaction and involvement. Transport Policy, 18(2), 318-325.
Moliner, M. A. (2009). Loyalty, perceived value and relationship quality in healthcare services. Journal of Service Management, 20(1), 76-97.
Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: testing a model of voluntary participation in value coâ€creation activities. Journal of Product Innovation Management, 26(4), 388-406.
Ndubisi, N. O. (2012). Mindfulness, reliability, pre-emptive conflict handling, customer orientation and outcomes in Malaysia's healthcare sector. Journal of Business Research, 65(4), 537-546.
Neter, J. W. (1996). Applied linear statistical models. Chicago, IL: Irwin.
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing.
Ostrom, A., & Iacobucci, D. (1995). Consumer trade-offs and the evaluation of services. The Journal of Marketing, 17-28.
Parasuraman, A. Z. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Retailing: Critical Concepts, 64(1), 140.
Paré, G. A. (2007). The impact of human resource management practices on IT personnel commitment, citizenship behaviors, and turnover intentions. Group and Organization Management, 37(3), 326-357.
Podsakoff, P., & Organ, D. (1986). Self-reports in organizational research: problems and prospects. Journal of Management, 12 (4), 531-544.
Pollay, R. W. (1987). On the value of reflections on the values in" the distorted mirror". The Journal of Marketing, 104-110.
Qin, S. Z. (2009). Impacts of customer service on relationship quality: an empirical study in China. Managing Service Quality: An International Journal, 4(19), 391-409.
Rajaobelina, L. (2009). Antecedents and consequences of buyer-seller relationship quality in the financial services industry. International Journal of Bank Marketing, 27(5), 359-380.
Seyal, A., Rahman, M., & Rahim, M. (2002). Determinants of academic use of the internet: a structural equation model. Behavior and Information Technology, 21 (1), 71-86.
Sheth, J., Newman, B., & Gross, B. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
Singh, R. (2011). Does salesperson's customer orientation create value in B2B relationships? Empirical evidence from India. Industrial Marketing Management, 40(1), 78-85.
Singh, R., & Koshy, A. (2011). Does salesperson's customer orientation create value in B2B relationships? Empirical evidence from India. Industrial Marketing Management, 40(1), 78-85.
Spake, D., & Megehee, C. (2010). Consumer sociability and service provider expertise influence on service relationship success. Journal of Services Marketing, 24(4), 314-324.
Thomas, R. K. (2007). Health services marketing: a practitioner's guide. Springer Science & Business Media.
Trasorras, R. W. (2009). Value, satisfaction, loyalty and retention in professional services. Marketing Intelligence & Planning, 27(5), 615-632.
Valenzuela, L. M. (2010). Impact of customer orientation, inducements and ethics on loyalty to the firm: Customers’ perspective. Journal of Business Ethics, 93(2), 277-291.
Vargo, S. L., & Lusch, R. F. (2008b). Why “service�. Journal of The Academy Of Marketing Science, 36(1), 25-38.
Vargo, S., & Lusch, R. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.
Vargo, S., & Lusch, R. (2008a). Service-dominant logic: continuing the evolution. Journal of The Academy of Marketing Science, 1-10.
Vesel, P., & Zabkar, V. (2010). Relationship quality evaluation in retailers' relationships with consumers. European Journal of Marketing, 44(9/10), 1334-1365.
Wachner, T., Plouffe, C., & Grégoire, Y. (2009). SOCO's impact on individual sales performance: The integration of selling skills as a missing link. Industrial Marketing Management, 38(1), 32-44.
Wang, C., Hsu, L., & Fang, S. (2009). Constructing a relationship-based brand equity model. Service Business, 3(3), 275-292.
Whipple, J., Lynch, D., & Nyaga, G. (2010). A buyer's perspective on collaborative versus transactional relationships. Industrial Marketing Management, 39(3), 507-518.
Woodall, T. (2003). Conceptualising'value for the customer': an attributional, structural and dispositional analysis. Academy of Marketing Science Review, 1.
Woodruff, R. (1997). Customer value: the next source for competitive advantage. Journal of The Academy of Marketing Science, 25 (2), 139-153.
Wu, C. H. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586-593.
Wu, J. T. (2009). The impact of a customer profile and customer participation on customer relationship management performanc. International Journal of Electronic Business Management, 7(1), 57-69.
Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.
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2016-03-01
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Articles in JBIMA (Jurnal Bisnis dan Manajemen) Vol. 4 No. 1
