A Study on the Effect of Empowerment on Customer Orientation of Employees

Abstract

Over the recent years, managers have used empowerment as a practical tool to motivate their employees to demonstrate their talents, intentions and generally to achieve better results. Today, organizations have targets, and they use empowerment to achieve some of their most important targets, such as customer attraction and retention. The present article intends to study the effect of empowerment on customer orientation. The data were collected from the sample by using questionnaires. The sample consists of 176 staff members from Bank Sepah, who were selected randomly. The findings have been obtained through statistical analysis in SPSS using Spearman correlation test, regression analysis and path analysis. The findings indicated that there is a positive and significant relationship between all the components of managerial and psychological empowerment and customer orientation of employees in Bank Sepah, in the west Tehran branches.