How customer stewardship sense practices shapes service employee performance
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Date
2024
Authors
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Journal ISSN
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Publisher
UMT, Lahore
Abstract
This study explores the impact of Customer Stewardship Sense (CSS) on service employee
performance, focusing on the mediating role of psychological empowerment among frontline
employees in the aviation industry. The research is grounded in Cognitive Evaluation Theory,
which suggests that contexts supporting feelings of autonomy and competence enhance
intrinsic motivation. The study hypothesizes that CSS, which involves employees deviating
from formal rules to enhance customer satisfaction, promotes psychological empowerment,
thereby improving job performance.
A quantitative research design was employed, utilizing convenience sampling to target
frontline employees at airline check-in counters and ground handling services in Lahore. Data
was collected through online surveys distributed via Google Forms and physical surveys,
resulting in 153 valid responses. The survey included measures of CSS, psychological
empowerment, and job performance, with reliability and validity confirmed through
Cronbach's alpha and composite reliability tests.
Descriptive analysis indicated a higher number of male respondents compared to female
respondents, with data collected from both genders to ensure an unbiased sample. Participants
were required to have at least one year of experience in their roles to provide informed
responses. Data analysis was conducted using Smart PLS, which allowed for the
simultaneous examination of multiple dependent relationships and was particularly suitable
for this exploratory research.
The results demonstrated that CSS has a positive impact on psychological empowerment,
which in turn enhances job performance. The mediation analysis confirmed that
psychological empowerment partially mediates the relationship between CSS and job
performance. These findings highlight the constructive aspects of CSS, suggesting that rule deviating behavior, when managed effectively, can lead to improved employee performance
and customer service outcomes