Antecedents of Customer Service Orientation

Abstract

Customer service orientation is about knowing customers and willingly responding their expectations. Research efforts are underway to identify antecedents of customer service orientation. This concept is essential for service sector organizations. This study has examined the impact of  Transactional leadership, Transformational leadership and perceived organizational support as antecedents of customer service orientation in the banking sector. Data from 278 respondents was gathered from bank employees in Islambad, Pakistan. Results have shown a positive and significant impact of all three antecedents on customer service orientation. This study will help banking sector organizations to design policies for enhancing customer service orientation by improving employees performance with effective leadership and supportive work environment.