Connecting Service Employee's Organizational Commitment with Customer Perception: A Conceptual Model

Abstract

To connect service employee's organizational commitment with customer perception is strategically important for service organizations. Based on Bagozzi's (1992) Attitude Model, this paper proposes that service climate represents an appraisal of various facets of the work environment. The result of this appraisal is an emotional response. Organizational commitment is regarded as an emotional response of the positive appraisal of the work environment. The result of this commitment is a coping intention that seeks to make great effort to satisfy customers. Both role-play and non-role-play customer service behaviors are positively related to customer's perception of satisfaction and service quality. Implications of these results in terms of both theory and practice are discussed.