Gaining Customer Satisfaction through Frontline Employee Orientation:A Customer-Centric Approach

The healthcare industry is one of the booming industries of the Indian economy. The industry views the role of employee orientation as a critical task to maintain their position and profit in the competitive landscape of Indian healthcare market. From the literature review, it is evident that the orientation of frontline employees is majorly affected by the variables of job satisfaction and employee commitment. Controlling these variables, the organization can achieve the delivery of higher level of quality service to their customers which ultimately influences the degree of customer satisfaction. This employee pomt-of-view study examines the relationship between variables of job satisfaction employee commitment and frontline employee orientation to deliver quality service and achieve customer satisfaction. A self-designed questionnaire was used to sample 200 frontline employee respondents from the hospitals of Ahmedabad city and the data was analyzed using structural equation modeling (SEM). Later, the result was compared with the factors identified from the data collected from the management team of the private sector hospitals to uderstand the differences in the perception. However, the study was limited to the specific sector and city while exfraneous variables like experience, gender, income, education and other psychographic variables were kept constant through elimination and randomization.