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| Tekijä: | Davies, G. Chun, R. Kamins, M.A. |
| Otsikko: | Reputation gaps and the performance of service organizations |
| Lehti: | Strategic Management Journal
2010 : MAY, VOL: 31:5, p. 530-546 |
| Asiasana: | service organizations reputation performance appraisal sales growth |
| Vapaa asiasana: | contrasts assimilation |
| Kieli: | eng |
| Tiivistelmä: | Gaps btw. employee and customer perceptions of corporate reputation (henceforth as: reptn.) have traditionally been linked with poor performance. In the context of service business and applying assimilation-contrast theory, this study hypothesizes that the nature of such gaps will in reality have a differential effect on future revenue depending on the size and valence of the gap. The effects of small gaps ought to be assimilated by customers. Yet, larger gaps have a greater potential of creating a contrast effect resulting in significant increases/decreases in subsequent sales. In businesses with employees having a more positive view of the company reptn. than customers, hypothesized is a growth in future sales. With a relatively more negative view, there is hypothesized a decline. The effects of so-called 'reputation gaps' are tested in 56 business units drawn from nine service organizations. The hypotheses are supported. Among the implications of this study's findings is that managing reptn. by elevating employee perceptions of a company's reptn. over those perceived by its customers holds the potential for enhancing future sales. |
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