Increasing customer loyalty and customer intimacy by improving the behavior of employees

Purpose

One of the most important characteristics of high-performance organizations is that these organizations always aim at servicing their customers as best as possible. In practice, this means that the employees of these organizations have to behave toward customers in such a way that these customers are not only fully satisfied but also become loyal to the organization. The purpose of this paper is to look at the concrete behaviors that are needed to create this customer loyalty.

Design/methodology/approach

From a literature review the items that potentially are of influence on creating customer loyalty and customer intimacy were identified, based on a previous validated questionnaire while adding additional items. These items were subsequently validated in practice with a questionnaire distributed among people who are in daily life regular customers of organizations.

Findings

The research results show that there are eight behavioral factors of importance to create customer loyalty and customer intimacy: first, service quality delivered by employees; second, capability of employees to deliver high quality; third, empathy of employees toward customers’ wishes and needs; fourth, understanding of employees of customers’ needs; fifth, responsiveness of employees toward the needs of customers; sixth, courtesy of employees toward customers; seventh, service manner of employees; and finally, trust customers place in employees.

Research limitations/implications

The implication of this research is that, now that the behavioral factors are known, an organization can make sure its employees focus on displaying these behaviors toward customers consistently over time, in order to make sure customers will experience the organization as a high-performance organization and will feel loyalty toward the organization.

Originality/value

The research described in this paper adds to the literature in the sense that it encompasses previous research into once item list and specifically looks at behaviors that create excellent service and thereby customer loyalty and customer intimacy, both concepts that go beyond the much researched topic of customer satisfaction.

Integrating the organizational change literature: a model for successful change

Purpose

– The purpose of this paper is to contribute a roadmap to the change management literature, and provide definitions for describing change types, change enablers and change methods. This paper also proposes aligning the change type with the change method to find the effect on the change outcomes. New researchers can use this paper to get an overview of the change management discipline along with the main concepts that help in understanding the different dimensions of and relationships between the change types and methods in the literature. Managers can use this paper to describe and classify their organizational change situation and select an implementation method for systematic change and for change management.

Design/methodology/approach

– This framework is designed based on literature review and experts judgment.

Findings

– The results of the research propose a hypothesis that describes the relationships between the change types and methods and how this relationship can affect the change outcomes.

Originality/value

– The main contribution of this research paper is to connect three main knowledge areas of change types, change methods and change outcomes. These three areas are standalone subjects in several publications in the literature. Some researchers connected the change types and change methods, while other researchers connected the change methods and change outcomes. But connecting the change types, change methods and change outcomes remains a new research territory to explore.

Tailoring professional development for teachers in primary education

Purpose

– The aim of this survey study among N=180 Dutch teachers was to examine the moderating role of calendar age and proactive personality in the relationships between developmental opportunities, on the one hand, and work engagement and self-perceived employability, on the other. The paper aims to discuss these issues.

Design/methodology/approach

– Hierarchical regression analyses have been used, illustrated by means of quotes – gathered through open questions in the survey – to support the quantitative findings.

Findings

– A significant interaction effect between calendar age and developmental opportunities in relation to self-perceived employability, but not to work engagement, has been found, revealing stronger positive effects for developmental opportunities among older workers than among younger ones.

Research limitations/implications

– The present study provides a starting-point for further research on professional development in other occupational settings.

Practical implications

– The use of age-conscious developmental opportunities is a powerful tool in encouraging life-long learning.

Social implications

– Improvement in teachers’ engagement and employability will enhance their performance, will consequently lead to better pupil performance, and will contribute to the wider status of the profession, meaning that more young talented people will seriously consider working in the field and thereby helping to address the urgent need for more teaching staff.

Originality/value

– This study increases the knowledge of professional development among teachers and examines to what extent age and proactivity play a role in this regard. The results of the empirical work challenge dominant views on age-related declines and losses, and invite the authors to continue scholarly work in this field focussing upon long-term intra-individual development.