Customer Orientation of Service Employees: A Phantom Model Approach

Purpose: The purpose of this study is to analyze Customer Retention as a result of Customer Service Employees. It helps to study the attitude of the customers and analyze the factors that are held important by the customers towards achievement of their satisfaction. Methodology: CFA and Path Analysis have been used to analyze the data collected from young telecom users. Data has been collected using convenience sampling from young telecom consumers using self-administered questionnaire. Findings: The results indicate that there is a significant relationship between Customer Orientation of Service Employees and Customer Retention, Customer Satisfaction and Emotional Commitment. It is also analyzed that there Customer Satisfaction and Emotional Commitment mediates the effect between Customer Orientation of Service Employees (COSE) and Customer Retention. Practical Implications: This study contributes in a number of ways. First it provides an understanding regarding the relationship of Service Employees and Customer Retention. Secondly it helps to analyze the criteria that need to be used so as to increase customer satisfaction and their involvement in the organization; thirdly it provides empirical evidence of the work and theory laid by Hennig-Thurau, 2004.