Title: Customer service orientation has an impact on organisational effectiveness in the IT and ITES industries

Authors: Anni Arnav; Revathy Shivashankaran

Addresses: School of Commerce Studies, Jain (Deemed to be University), Bengaluru, 560069, Karnataka, India ' Sri Krishna Group of Institutions (GIBS B-School), Bengaluru, India

Abstract: All businesses are customer-driven and market-driven. In this dynamic work scenario, customer-centric approach is very vital for any business model. A business which ignores the customer's request and managers who fail to hear from the customers will be ultimate losers. In this research work, the researcher has developed a model for customer service and proved that all the dimensions of customer service orientation are having an impact on organisational success. Customer problems are the opportunities for any sector, especially for the IT and ITES industries. Bringing new solutions to meet customer's demand is the major role of any IT or IT-enabled service-oriented company - network/data security, innovation, issues related to data backups and vulnerability. These problems can be solved through a dedicated technical team which should focus on customer requirements and complaints. In this research work conducted in selected IT and ITES companies of Bengaluru City, the researcher has framed eight dimensions namely attention, coaching, judgement, technical expertise, diversity, team work, communication skills and creativity. All these dimensions are employee-oriented skillset which is directly linked with the overall success of the organisation.

Keywords: customer-driven organisation; creativity; IT/ITES employees; CRM.

DOI: 10.1504/IJTTC.2021.117618

International Journal of Technology Transfer and Commercialisation, 2021 Vol.18 No.2, pp.147 - 158

Received: 17 Oct 2019
Accepted: 13 Nov 2019
Published online: 16 Sep 2021 *

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