ANALYSIS OF EMPLOYEE’S CUSTOMER ORIENTATION AND SERVICE ORIENTATION INFLUENCE TOWARD CUSTOMER’S SERVICE EVALUATION OF INTERNATIONAL RETAILERS IN INDONESIA A CASE OF YOUNG SHOPPERS IN JABODETABEK

Abstract

Indonesian retail industry has gone through several developments since 1960. With huge number of population, Indonesian has become promising market for international retailer. With the growth of number of International fashion retailer in Indonesia, Indonesian will be spoiled by choice and becoming savvier. One disappointment will lead to brand switching. Thus, it is important for a company to always maintain customer satisfaction by keep a good services quality. This research has purpose to analyze whether employee’s customer orientation and service orientation have influence towards customers’ service evaluation or not Along with the study on service quality, the importance of customers’ service evaluation increasingly recognized and Hairline (2003) stated that customer’s service evaluation will be based on their perceptions of the service encounter. Moreover, in recent work of service marketing, it enlightens two construct of interests which are customer orientation (Periatt, LeMay and Chakrabarty, 2004) and service orientation (Beatson, Lings and Gudergan, 2008). Thus, the variables that the researcher used are employee’s customer orientation, employee’s service orientation, service quality, perceived value, customer satisfaction, and customer behavioral intention. Moreover, in this study quantitative analysis was used and questionnaire is the primary tools. It was spread among young fashion shoppers in Jabodetabek. Moreover, this research find out that employee’s customer orientation and employee’s service orientation has influence toward customers’ service evaluation respectively 54% and 33%.