Abstract
Increased competition and a rapidly changing environment present a huge challenge to organizations in implementing effective human capital and development strategies to boost their efficiency and overall performance. An organization’s human resource is definitively its most significant asset. The provisions of important job resources help workforce perform their job in an efficient way. These resources are very important for employee satisfaction and performance of the organization. This study was carried out to examine the impact of job resourcefulness (JR) on two employee outcomes i.e., job engagement and career satisfaction directly as well as indirectly through customer orientation. A convenient sample of 257 employees was taken from hospitality industry within twin cities of Pakistan (Rawalpindi and Islamabad). Questionnaires were used to collect data using a five-point Likert type scale. Job resourcefulness was operationalized using four items from Harris et al. (2006) whereas customer orientation was measured using four items from Licata et al. (2003). Five items were selected from career satisfaction scale developed by Greenhaus et al. (1990). Finally, nine items scale of job engagement developed by (Schaufeli, Bakker et al. 2006) was also used. The results exhibit that all the variables are positively and significantly related. Moreover, the findings are indicative of customer orientation’s role as a mediator between job resourcefulness and employee outcomes. Recommendations for future research and research implications are also discussed at the end of the paper.
Highlights
It is generally acknowledged that customer orientation (CO) is an essential tool to ensure the existence and development of organizations(Hurley and Hult 1998).Customer oriented employees direct their endeavors to better serve their customers (Brown, Mowen et al 2002)for instance, attentively recognizing customer needs, creating the impetus on management to effectively meet those needs and adapting and adjusting communication to match all customers’ requirements
These results show that job resourcefulness has the highest impact on customer orientation out of three outcomes followed by career satisfaction and job engagement
The hypothesis was substantiated that Job Resourcefulness (JR) is significantly related to customer orientation
Summary
It is generally acknowledged that customer orientation (CO) is an essential tool to ensure the existence and development of organizations(Hurley and Hult 1998).Customer oriented employees direct their endeavors to better serve their customers (Brown, Mowen et al 2002)for instance, attentively recognizing customer needs, creating the impetus on management to effectively meet those needs and adapting and adjusting communication to match all customers’ requirements. Research shows that worker CO contributes towards enhancing consumer loyalty(Huang and Chang 2008); customer trust and responsibility (Huang and Chang 2008),and employee performance(Babakus, Yavas et al 2009);(Boles, Babin et al 2001).(Saxe and Weitz 1982)characterized CO at the individual level as the extent to which customer support officer/employee engage and interact with customers to satisfy customer’s requirements and contribute to their fulfillment This concept was formally introduced in the early 1990s and led to the development of the branch of marketing called “relationship marketing”. Job resourcefulness can be developed through the realization of a few basic elements with respect to relationship marketing Organizations through their systems and managers give employees the opportunity to develop the capacity to fulfill customer needs. The worker’s level of customer orientation is viewed as essential for the company's financial achievement(Hennig-Thurau, Gwinner et al 2004);(Sergeant and Frenkel 2000)
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