General causality orientations, work motivation and perceived service quality in high-contact service environments

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General causality orientations, work motivation and perceived service quality in high-contact service environments

 

Author: Tang, Wai Sang
Title: General causality orientations, work motivation and perceived service quality in high-contact service environments
Degree: D.B.A.
Year: 2011
Subject: Customer services.
Customer relations.
Consumer satisfaction.
Employee motivation.
Hong Kong Polytechnic University -- Dissertations
Department: Graduate School of Business
Pages: viii, 206 p. : ill. ; 30 cm.
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2525964
URI: http://theses.lib.polyu.edu.hk/handle/200/6659
Abstract: This research used self-determination theory to investigate the effects of service providers' general causality orientations and their work motivation on consumers' perceived service quality in high-contact service environments. Research shows consistent relations between service providers' personality and consumers' perceived service quality. However, little research has addressed the question of how the providers' general causality orientations can be related to consumers' perceived service quality. This relationship is especially important in high-contact service firms in which frontline, customer contact providers are responsible for translating their own self-determination and self-regulation into quality services. The aim of this study is to put forth a motivational model of perceived service quality based on self-determination theory (Deci & Ryan, 1985a) and then test it by using the structural equation modeling. I examined and explained the mediating effect of work motivation on the relationships between general causality orientations and perceived service quality in high-contact service environments. Two hundred and one service providers of the Office of District Councilors completed the Chinese version of the General Causality Orientations Scale (GCOS), and Situational Motivation Scale (SIMS). Their respective consumers completed the measures of perceived service quality. Findings supported the hypothesized model. Proximal motivational variable was shown to be an influential mechanism through which distal general causality orientations affected perceived service quality. More specifically, autonomy orientation had a positive direct and indirect effect (through work motivation); control orientation had positive direct effect; and impersonal orientation had a negative indirect effect (through work motivation) on perceived service quality. The model put forth in this paper explains 38% of the variance in the perceived service quality. Results highlight the importance of general causality orientations and work motivation in the prediction of perceived service quality. The theoretical contributions and practical implications of the proposed motivation model are discussed and future research directions are offered.

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