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Turning customer satisfaction measurements into action

Lervik-Olsen, Line; Witell, Lars; Gustafsson, Anders
Journal article, Peer reviewed
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URI
http://hdl.handle.net/11250/223194
Date
2014
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Original version
Journal of Service Management, 25(2014)4: 556-571   http://dx.doi.org/10.1108/JOSM-01-2014-0025
Abstract
Purpose – The purpose of this paper is to contribute to the literature on customer orientation by

developing and empirically testing a model that attempts to explain the elements that constitute

customer orientation and that, in turn, influence customer satisfaction. In particular, this study focuses

on how service firms design, collect, analyse and use customer-satisfaction data to improve service

performance. This study has the following three research objectives: to understand the process and,

as a consequence, the phases of customer orientation; to investigate the relationships between the

different phases of customer orientation and customer satisfaction; and to examine activities in the

different phases of customer orientation that result in higher customer satisfaction.

Design/methodology/approach – This study, combining quantitative and qualitative research, is

based on a cross-sectional survey of 320 service firms and a multiple case study of 20 organisational

units at a large service firm in the European telecom industry.

Findings – The results show that customer orientation consists of a process that includes three

phases: strategy, measurement and analysis and implementation. Contrary to previous research,

implementation has the strongest influence on customer satisfaction. In turn, customer satisfaction

influences financial results. In-depth interviews with managers provided insights into the specific

activities that are key for turning customer-satisfaction measurements into action.

Originality/value – This research contributes to the literature on customer orientation by developing

and empirically testing a model that attempts to explain what constitutes customer orientation and, in

turn, influences customer satisfaction and financial results. Given the large amount of research on

customer satisfaction, studies on how service firms collect and use customer-satisfaction data in

practice are scarce.
Description
This is the authors’ final, accepted and refereed manuscript to the article. Publisher’s version available at http://dx.doi.org/10.1108/JOSM-01-2014-0025
Publisher
Emerald
Journal
Journal of Service Management

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