The paper "Employee’ s Retention in Customer Services Jobs in a Telecommunications Company" is a perfect example of a management assignment. The reason for selecting the research question is because globally, including in the Middle East, the world is transforming into a service economy (Moller 2011; McKee et al. 1999; Erdemir & Kessler 2015). This comes about after careful consideration of research-specific literature, including by Masoud and Hmeidan (2013), which emphasizes that the service economy has become the cornerstone of post-industrial societies. In turn, this has significantly intensified interest in how service brands can be effectively managed, amidst the growing competition.
As Shaw (2014) also observes, the frontline employees are today the initial and often the sole representation of the service companies who have a significant impact on customer satisfaction. Frontline employees are the face of service firms, and therefore, play a crucial role in enabling overall customer satisfaction. In spite of the well-established significance of effective management of the customer contact point, service companies have continued to lose customers as a result of dissatisfactory interactions between frontline employees and the customers (Kumar et al.
2011; Ongori et al. 2013). Indeed, this is what has been happening at Etisalat, a telecommunications company based in UAE. Within the context of Etisalat therefore, the proposed research question points to the need to investigate how frontline employees at Etisalat can be leveraged to deliver superior service quality (Lawati 2008; Samoglou 2015). This assumption is based on Olsen’ s (2013) findings that customer-oriented frontline employees tended to deliver superior service quality, better customer satisfaction, and ultimately generate a return customer base. On the other hand, although scholar researches have studied certain antecedents to customer-orientation, numerous research gaps still remain, particularly in the Middle East.
To borrow Olsen’ s (2013) words empirical researchers on customer-orientation and front-line employees in the service sector are underdeveloped. Therefore, to answer a call for newer insights into such an important issue, the proposed research question seeks to investigate how the leading service firms can improve front-line employees’ customer-orientation.
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