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Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry
Includes bibliographical references.
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| Main Author: | |
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| Other Authors: | |
| Format: | Thesis |
| Language: | English |
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School of Management Studies
2014
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| _version_ | 1867613253005213696 |
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| access_status_str | Open Access |
| author | Van Pallander, Sharlene |
| author2 | Human, Gert |
| author_browse | Human, Gert Van Pallander, Sharlene |
| author_facet | Human, Gert Van Pallander, Sharlene |
| author_sort | Van Pallander, Sharlene |
| collection | Thesis |
| description | Includes bibliographical references. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/8542 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:33:12.104Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2014 |
| publishDateRange | 2014 |
| publishDateSort | 2014 |
| publisher | School of Management Studies |
| publisherStr | School of Management Studies |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/8542 Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry Van Pallander, Sharlene Human, Gert Includes bibliographical references. The study of market orientation has received considerable attention in the marketing literature, and remains well debated. Despite numerous conceptualisations and approaches to understand the relationship between market orientation, service quality and productivity across diverse industries, few studies have considered it at individual level and within the South African contact centre industry. This study employs self reported data from frontline employees and their Key Performance Indicators (KPI) to empirically consider the notion that market orientation, service quality and productivity are related. A survey was used to collect data from 218 respondents and the hypothesised model was tested using Partial Least Squares (PLS) path analysis and Pearson correlation analyses. The results confirm significant and positive relationships between a number of market orientation components and those of service quality. Interestingly, a number of components of market orientation and service quality were found to be significantly correlated with only one of the productivity indicators - Average Handling Time. Counter to expectation, the components of service quality were not found to be negatively correlated with productivity. This finding contradicts the literature that argues that service quality and productivity are often in conflict, and highlights that the methods often employed to measure productivity in certain South African contact centres, do not correspond to service quality in the way that is commonly assumed. 2014-10-17T10:10:59Z 2014-10-17T10:10:59Z 2014 Master Thesis Masters MPhil http://hdl.handle.net/11427/8542 eng application/pdf School of Management Studies Faculty of Commerce University of Cape Town |
| spellingShingle | Van Pallander, Sharlene Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry |
| thesis_degree_str | Master's |
| title | Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry |
| title_full | Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry |
| title_fullStr | Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry |
| title_full_unstemmed | Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry |
| title_short | Market orientation of frontline employees and its impact on service quality and productivity within the South African contact centre industry |
| title_sort | market orientation of frontline employees and its impact on service quality and productivity within the south african contact centre industry |
| url | http://hdl.handle.net/11427/8542 |
| work_keys_str_mv | AT vanpallandersharlene marketorientationoffrontlineemployeesanditsimpactonservicequalityandproductivitywithinthesouthafricancontactcentreindustry |