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A Critically Appraised Topic on Customer Orientation. Cédric Velghe Ghent University Belgium Cedric.velghe@ugent.be. What will the review answer?.

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a critically appraised topic on customer orientation
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

what will the review answer
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

picoc what is the focus of the evidence search
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

search strategy how was the research evidence sought
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

search strategy how was the research evidence sought1
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

critical appraisal and classification what was found
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

conclusions and recommendation 1
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

conclusions and recommendation 2
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

conclusions and recommendation 3
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

thank you for your attention
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