| Summary: | 碩士 === 國立高雄大學 === 經營管理研究所 === 104 === There is a lack of research focusing on the linkage between customer orientation and customer identification which is one kind of customer positive attitudes. To address this gap in the literature, the first purpose of this study is to investigate the relationship between customer orientation and customer identification. The customer experiences play an increasingly important role in determining the success of a company’s offering. Prior service experience studies have comprehensively discussed that customer encountering with frontline employees (e.g., customer orientation) may affect customer experience. However, there is a lack of research focusing on the customer experience may play a mediating role between customer orientation and customer identification. Thus, the second purpose of this study is to investigate whether FLE customer orientation may affect customer experiences, which in turn may influence customer identification.
We tested the proposed framework with matched samples from 200 front line employees and their customers. They will be asked to focus on their last service experience encounter with FLEs from one of the relevant service sectors (i.e., customers from SPA and hair salon) within the past three months. Theoretically, this study tries to provide the rational explanation for how (or process) FLE customer orientation may affect customer identification by investigate the indirect role of customer experiences. Practically, this study may help corporations to raise customer’s positive attitude such as customer experiences and customer identification which may help corporations to make profit.
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