Research On The Relationship Among Employee Perceived Service Climate,Service-oriented Awareness And Service Performance

With the arrival of the service economy era,the service industry has become the important engine of economic growth.As the increasingly fierce competition,service companies are facing big challenges.Front-line employees' service behavior affects the customers' evaluation of service quality,customer satisfaction and firm performance.To improve the performance of front-line employees is very important for service companies.Therefore,it is of great significance to research the influence factors and the influence mechanism of front-line employees' service performance and find effective measures to improve development and growth for service companies from the perspective of front-line employees.The article discusses the relationship between employee perceived service climate,service-oriented awareness and service performance from the perspective of front-line employee.Based on the social exchange theory,reciprocity principle and the rational behavior theory,the article puts forward employee perceived service climate and service-oriented awareness positively impact on service performance,and employee perceived service climate impact on service-oriented awareness and further impact on service performance,according to the logical line of environmental perception-individual attitudes-individual behavior.After constructing the research model based on literature review,we collected 492 valid questionnaires from front-line service employees.Finished reliability analysis,validity analysis and overall measurement model test with SPSS 21 and AMOS 21,the study test main effect hypothesis by structural equation analysis and mediating effect hypothesis by Sobel test.Empirical results indicate the positive effect of employee perceived service climate on service-oriented awareness,including marketing orientation,emotional intensity and responsibility,and service performance,including in-role and extra-role service performance.Marketing orientation and responsibility positively impact on service performance,including in-role and extra-role service performance.While emotional intensity just has a positive impact on extra-role service performance.Moreover,marketing orientation and responsibility mediate the effect of employee perceived service climate on service performance,including in-role and extra-role service performance,And emotional intensity mediate the effect of employee perceived service climate on extra-role service performance.The innovations and contributions of this research included:(1)Propose and verify the positive effect of employee perceived service climate on service-oriented awareness,and enrich the research about influence factors of service-oriented awareness and outcome variables of employee perceived service climate.(2)Based on the rational behavior theory,according to the logical line of environmental perception-individual attitudes-individual behavior,propose that the employee perceived service climate affect service performance through service-oriented awareness,and prove it,which enriches the research of effect mechanism about employee perceived service climate and service performance.In addition,this study also provides effective and scientific management methods for managers.They should realize that creating a favorable service climate and cultivating employee-oriented awareness are crucial for service companies.The research provides theoretical basis for promoting development of service industry.