Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology A Critically Appraised Topic on Customer Orientation Cédric Velghe Ghent University Belgium

What will the review answer? “What are the success factors to implement in order to stimulate employee customer orientation (and eventually customer satisfaction) among all employees of a distribution firm?” Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

PICOC, what is the focus of the evidence search? P = employee, worker I = (what can managers do to get O?) C = / O = customer orientation (CO), customer satisfaction, customer service, service quality C = distribution, logistic, ageing workforce, complex organization Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

Search Strategy, how was the research evidence sought? 3 Scientific Databases 16 search queries 307 titles and abstracts screened Search threshold: 100 Focus on Meta-analyses and Systematic Reviews Individual level measurement of outcome only No sales Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

Search Strategy, how was the research evidence sought? QueryResults Web of Science Custom* AND orient*8.053 “employee customer orientation”10 “custom* orient*” AND meta-anal*16 “customer satisfaction”3.728 “customer satisfaction” AND meta-anal* 38 … AND “systematic review”9 Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

Critical Appraisal and Classification, what was found? 15 relevant studies 1 Level C-study, a meta-analysis 14 Level D-studies, 4 of them D+, given multi-source data Overall, this research is of weak internal validity. Selection-bias However, a representative sample of studies on employee CO Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

Conclusions and recommendation (1) CO is a work value shaping thoughts and behaviour, a psychological resource CO is not a behavioural script or following favourable work conditions Stress-reduction, satisfaction or engagement interventions may have no impact Formalizing or curtailing CO may have adverse impact Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

Conclusions and recommendation (2) Support for socialization efforts to achieve value- congruence in CO : Attrition, selection and retention of CO employees Organizational climate and leadership communicate, encourage and support CO. Mentoring, coaching, by role-models Value-oriented training Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

Conclusions and recommendation (3) CO interventions beneficial for employees with less (meaningful) interactions with customers High-persuasion jobs (e.g. tele-marketing) benefit less from CO Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

Thank you for your attention! Do you have Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology