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Keywords: Service orientation
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Journal Articles
Journal of Services Marketing (2022) 36 (7): 964–976.
Published: 29 June 2022
... to develop and test a multi-level prosocial service orientation framework. Design/methodology/approach Survey data come from 238 loan officers and 250 lower caste loan applicants across 43 microfinance institutions (MFIs) in India. The data are analysed using hierarchical linear modelling, a method...
Journal Articles
Journal Articles
Journal of Services Marketing (2013) 27 (1): 25–39.
Published: 22 February 2013
...Sherriff T.K. Luk; Ken Lu; Ben Liu Purpose – The present study is specifically designed to accomplish two objectives: to validate the SERV*OR scale in an emerging oriental market; and to test empirically the effect of service orientation on front-line employees' service performance in various...

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