A Critically Appraised Topic on Customer Orientation

1. A CriticallyAppraised Topic onCustomerOrientation • Cédric Velghe • GhentUniversity • Belgium • Cedric.velghe@ugent.be Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

2. What will the review answer? • “What are the success factors to implement in order to stimulate employee customer orientation (and eventually customer satisfaction) among all employees of a distribution firm?” Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

3. PICOC, what is the focus of the evidence search? • P = employee,worker • I = (whatcan managers do to get O?) • C = / • O = customerorientation (CO), customersatisfaction, customer service, service quality • C = distribution, logistic, ageingworkforce, complex organization Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

4. Search Strategy, how was the research evidence sought? • 3 Scientific Databases • 16 search queries • 307 titles and abstracts screened • Search threshold: 100 • Focus on Meta-analyses and SystematicReviews • Individual level measurement of outcomeonly • No sales Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

5. Search Strategy, how was the research evidence sought? Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

6. Critical Appraisal and Classification, what was found? • 15 relevant studies • 1 Level C-study, a meta-analysis • 14 Level D-studies, 4 of them D+, givenmulti-source data • Overall, this research is of weakinternalvalidity. • Selection-bias • However, a representative sample of studies on employee CO Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

7. Conclusions and recommendation (1) • CO is a workvalueshapingthoughts and behaviour, a psychological resource • CO is nota behavioural script orfollowingfavourableworkconditions • Stress-reduction, satisfactionor engagement interventionsmay have no impact • Formalizingorcurtailing CO may have adverse impact Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

8. Conclusions and recommendation (2) • Support forsocializationefforts to achievevalue-congruence in CO : • Attrition, selection and retention of CO employees • Organizationalclimate and leadershipcommunicate, encourage and support CO. • Mentoring, coaching, byrole-models • Value-oriented training Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

9. Conclusions and recommendation (3) • CO interventionsbeneficialforemployees withless (meaningful) interactionswithcustomers • High-persuasion jobs (e.g. tele-marketing) benefit lessfrom CO Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology

10. Thank you for your attention! • Do you have anyquestions? • cedric.velghe@ugent.be • @cedricvelghe • @centerforebmgt Evidence-Based Management Live !– Cédric Velghe - London, 25th of September 2013 FPPW– Personnel management, Work and Organizational Psychology