Relations of fit and organizational identification to employee-customer identification
Abstract
Purpose
The purpose of this paper is to examine a model of employee-customer identification (ECID) using two samples: nurses and cooperative extension frontline employees. The model posits that person-organization fit, person-job fit, and organizational identification are positively related to ECID.
Design/methodology/approach
A recursive path-based structural model was employed to test seven hypotheses regarding the relationships between the two fit constructs, organizational identification, and ECID.
Findings
In both samples, person-organization fit and person-job fit were positively related to organizational identification, and organizational identification was positively related to ECID. In the cooperative extension sample, person-job fit was positively related to ECID. Person-job fit was also indirectly related to ECID through organizational identification in both samples.
Research limitations/implications
The results imply an important relationship between person-job fit and ECID that could be useful for improving service encounters between employees and customers. In addition, an emphasis on organizational identification may also contribute to improved employee-customer relationships.
Originality/value
This study represents one of the first attempts to demonstrate a link between person-job and person-organization fit on ECID. The results of this study provide support for organizational identification and person-job fit as important factors in employee-customer relationships.
Keywords
Acknowledgements
The author would like to thank the following individuals for their helpful comments on previous versions of this manuscript: Cody Chullen, Emeka Anaza, Edward Nowlin, Brian Rutherford, and Lisa Eargle. The author especially acknowledge the support of Drs Barry O ' Brien and Richard Chapman. The author would like to acknowledge all the nursing organizations and groups that participated in this research study. The writing of this paper was funded by a Summer Research Stipend awarded to the author at Francis Marion University.
Citation
Anaza, N.A. (2015), "Relations of fit and organizational identification to employee-customer identification", Journal of Managerial Psychology, Vol. 30 No. 8, pp. 925-939. https://doi.org/10.1108/JMP-12-2012-0389
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited