Title: Communicating internal customer orientation values among Chinese workers

Authors: Gangyi Qian; Abraham Y. Nahm

Addresses: International Business School, Jinan University, Zhuhai, PRC, 519070, China ' Department of Management and Marketing, College of Business Administration, University of Wisconsin – Eau Claire, 105 Garfield Avenue, Eau Claire, WI 54701, USA

Abstract: This research examines the effect of various modes of communication upon internal customer-oriented values internalisation and manifestation among Chinese workers. Three modes of communication are examined: top-down communication from management, lateral communication from internal customers, and group behavioural norms and organisational culture among peers. Questionnaire items were initially developed in English and translated into Chinese. 177 useable responses were gathered from the Chinese students registered in MBA and EMBA programs offered by Jinan University, China. While top-down communication from management and group norms of peers had both direct and indirect positive effects upon internal customer-oriented values internalisation, lateral communication from customers had only an indirect effect. All three modes of communication had only an indirect effect upon internal customer-oriented behaviour manifestation. Implications for managers and researchers are included.

Keywords: internal customer orientation; ICO; communication; Chinese workers; survey research; structural equation modelling.

DOI: 10.1504/IJBEX.2018.092577

International Journal of Business Excellence, 2018 Vol.15 No.3, pp.392 - 409

Received: 27 Sep 2016
Accepted: 24 Mar 2017
Published online: 25 Jun 2018 *

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