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Effects of organizational and serviceperson orientation on customer loyalty

Author: Scott Colwell, Sandra Hogarth-Scott, Depeng Jiang, Ashwin Joshi Language: English Journal: Management Decision Year: 2009, Volume: 47, Issue: 10 Source: Emerald Publisher: Emerald Publishing Group Limited

The paper shows how multiple direct and indirect pathways connect serviceperson customer orientation to customer loyalty. It also shows how the effect of serviceperson customer orientation on customer loyalty depends on the organizational context and specifically the extent to which the organization embraces a competitive service orientation. The moderating role of organizational context has implications both for social exchange theory specifically and theories of exchange, such as transaction cost analysis more generally.
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