Acta Universitatis Danubius. Œconomica, Vol 9, No 6 (2013)

Identifying Some Roots of Frontline Employee Attitude in Market Orientation

Mushtaq Ahmed Siddiqi



Though, various organisational outcomes are purported to result from market orientation in developed countries, very little or no such research has been focused on understanding the complex relationship between market orientation and frontline employee attitude towards customers in a developing country like India. In order to plug the gap the present study has been conducted in Indian service sector with samples from its two prestigious banks. The study that matches perceptions from both the frontline employees and their customers reveals that the elements of market orientation like market intelligence generation, market intelligence dissemination, and market intelligence responsiveness  exert its impact on frontline employee attitude or what is generally known as functional qualifications in service marketing literature and consequently effects customers’ evaluation. Conclusions and discussion of the study are drawn, and finally the implications of the study for practitioners have also been discussed. 


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