Department of Marketing

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https://escholar.umt.edu.pk/handle/123456789/1163

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Browsing Department of Marketing by Subject "MS"

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    The effect of customer behavior on frontline employee’s engagement
    (University of Management and Technology, 2017) Ayesha Atta
    This research study increases our knowledge about customer behavior and how frontline employees perceive customer behavior and its effect on engagement at work. Service quality positively related employee engagement. The core purpose of this research study is to measure the relationship between frontline employee engagement and customer behavior (four types of behavior customer participation, complaint behavior, citizenship behavior and misbehavior) in sample of Lahore banking sector. Two hundred and fifty seven customer-facing frontline employees in Lahore completed the survey. Finding shows that some customer behaviors has effect on frontline employee engagement and some behaviors has no effect on customer behavior. Customer participation and customer citizenship has positive and significant effect on frontline employee engagement. Customer misbehavior and customer complaint has no effect on frontline employee engagement. This research study shows customer behavior involvement in frontline employee engagement. So managers should focus on customer's behavior which effect on employee engagement and which increase employee engagement and try to increase and promote customer those behavior which increase employee engagement Findings highlighted the need for customer behavior intervention to encourage their participation. Implications for practice are also discussed in the manager/supervisor development such as sensitivity training and workplace culture improvement to create the right environment for engagement.