Academic journal article Asian Social Science

The Moderating Effect of Role Stressor on the Influence of Evolutionary Process Change Factors on Internal Customer Satisfaction in Telecommunication in Jordan

Academic journal article Asian Social Science

The Moderating Effect of Role Stressor on the Influence of Evolutionary Process Change Factors on Internal Customer Satisfaction in Telecommunication in Jordan

Article excerpt

Abstract

This study investigates the moderating effect of role stressor on the influence of leadership change, behavioral change, structural change, technological change and cultural change on internal customer satisfaction. As a result, a cross-sectional study design with a quantitative study approach was conducted, and data was generated through self-administered procedure from 354 respondents from three telecommunication companies in Jordan. A 3-step hierarchical regression analysis technique was used to analysis the data. The study found overall support for the moderating effect of role conflict and role ambiguity on the relationship between structural change, technological change and cultural change on internal customer satisfaction while on the contrary, role conflict failed to moderate the relationship between leadership change, behavioural change and cultural change on the internal customer satisfaction, and role ambiguity also failed to moderate the relationship between leadership change, behavioural change, structural change and technological change on the internal customer satisfaction. The study concludes that role conflict and role ambiguity may only play significant role on the influence of structural change, technological change and cultural change on internal customer satisfaction. The study contributes to the body of knowledge by providing additional insight on the role of role stressor in particular role conflict and role ambiguity in managing EPC in the telecommunication industry. The study also highlights some of its limitations and makes suggestions for future study in this domain.

Keywords: telecommunication, leadership change, behavioral change, structural, role stressor change, internal customer satisfaction

1. Introduction

The term Evolutionary Process Change can be explained as "the vast collection of philosophies, concepts, methods and tools, which are now being used throughout the world to manage quality", but at its core it's a management approach in a long-term to be successful through customer satisfaction (Filippini, 1997; Michalsk-Cwiek, 2009). Such approaches are useful when the terms "quality" is briefly understood by the managers (Ramasamy, 2005).

EPC is a management technique that today has become a tool of the first choice in many businesses' strategies most especially EPC philosophy which emphasizes the management of quality in all aspects and phases of a business that meets customer's expectations. Now, in an attempt to facilitate organization with higher quality levels, many of the organizations are utilizing self-assessment tools, to evaluate and gauge their present status on TQM and to strategies and plan decision for future operational excellences (Azhashemi & Ho, 1999; Zink & Schmidt, 1998; Arumugam, Chang, Ooi, & Teh, 2009). In the recent times, it has become very clear that ICS is very important in the overall total quality management of a company. Therefore, it is important to investigate those key factors that are likely to influence the organizations' internal customers' satisfaction for an effective organizational total quality management.

Furthermore, an attempt by Fecikova (2004) to investigate the relationship between Evolutionary Process Change (EPC) factors and internal customers failed to produce a clear result as the study was argued to be too broad in nature. The evolutionary process change (EPC) which focuses on the 'process approach in implementing incremental change can be instructive in building internal customer satisfaction culture. Besides, subsequent attempts by other studies such as Parasuraman, Zeithaml and Berryet (1988); Zeithaml, Berry and Parasuraman, (1996); Fisk, Brown and Bitner, (1993); Nicholls, Gilbert and Roslow, (1998); Taylor and Baker, (1994) only focus on external customer satisfaction as opposed to internal customer satisfaction. This suggests that additional variable is required to adequately explain the link between EPC factors and internal customer's satisfaction, and one such variable is role stressor which has been identified to impact on the internal customer satisfaction. …

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