Service Orientation in Delivery: Perspectives From Employees, Customers, and Managers

This article is concerned with employees' attitudes and behaviors that positively affect service delivery encounters, termed as service orientation in delivery. Primary data was obtained via in-depth personal interviews with 24 respondents comprising 6 employees, 6 managers, and 12 customers. The outcomes indicate that the construct is broader than previously conceptualized, involving employees' attitudes and behaviors directed at internal and external customers. The findings also suggest that customers and employees' views are more closely related, compared to that of managers. Remarkably, customers seem to have a more comprehensive perspective on the construct than managers and employees. Implications and directions for future research are provided.