Marketing (Beograd. 1991) (Jan 2018)
The influence of employees' behavior on perceived quality of services
Abstract
Customer satisfaction with the service that has been provided to them is a basic prerequisite for their loyalty, i.e. their retention by the organization that provided them a service. However, for the overall customers' perception of the service quality and their satisfaction with it, the great importance has the content of the service that has been provided, but also the way in which it has been provided. The latter put emphasis on the employees who are in direct contact with the clients and of whose kindness, provenance and empathy will depend the level of customers' satisfaction. The aim of this paper is to examine the influence of so-called organizational citizenship behavior of the employees on the clients' satisfaction with the service. It is about the form of behavior where employees at their working places put much more efforts than it is expected from them, for which they usually are not particularly rewarded. The methodology of the paper includes an analysis of the available literature in the area of customers' satisfaction, as well as the organizational citizenship behavior (OCB) of the employees, as well as the case study. Within the case study, the attitudes of the employees in several branches of one bank in the Republic of Serbia regarding the manifestation of different dimensions of OGP are examined, as well as the impact of this form of employees' behavior on customers' satisfaction with the service. The results of the study showed that between these two variables positive relationship can be established.
