THE ROLE OF MANAGERS' LEADERSHIP BEHAVIORS IN DEVELOPING EMPLOYEES' CUSTOMER-ORIENTED BEHAVIORS

Şükran Oruç; Pınar Duygu Akın

doi:10.29029/busbed.1481667

Research Article

THE ROLE OF MANAGERS' LEADERSHIP BEHAVIORS IN DEVELOPING EMPLOYEES' CUSTOMER-ORIENTED BEHAVIORS

Year 2025, Issue: 29, 313 - 328, 30.04.2025

Şükran Oruç , Pınar Duygu Akın

https://doi.org/10.29029/busbed.1481667

Abstract

This study aims to examine the relationships between managers’ leadership behaviours and employees’ customer orientations and to reveal the effect of the leadership behaviours exhibited by managers on employees’ customer-oriented behaviours. A quantitative research methodology was employed to achieve this objective. The research utilised a relational research type and a field study design based on examining variables. Data were collected through a survey administered to 226 service employees at a hotel in Antalya using a convenience sampling method. For the analysis of the collected data, confirmatory factor analysis was conducted to assess the validity of the scales, reliability was tested using Cronbach's alpha, and correlation and regression analyses were performed to identify relationships between variables. The data analysis was carried out using SPSS 27.0 and AMOS software. According to the results obtained, significant positive relationships were identified between managers’ leadership behaviours and employees’ customer-oriented behaviours. Furthermore, the regression analysis results indicated that managers' leadership behaviours significantly and positively affect the development of employees' customer-oriented behaviours. Additionally, when examined in sub-dimensions, the results showed that leadership behaviours such as challenging the process, inspiring a shared vision, facilitating others’ work, modelling the way, and encouraging the heart significantly and positively affect employees' customer-oriented behaviours.

Keywords

Leadership Behaviors, Customer-Oriented Behaviors, Work Life

References

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YÖNETİCİLERİN LİDERLİK DAVRANIŞLARININ ÇALIŞANLARIN MÜŞTERİ YÖNLÜ DAVRANIŞLAR GELİŞTİRMESİNDEKİ ROLÜ

Year 2025, Issue: 29, 313 - 328, 30.04.2025

Şükran Oruç , Pınar Duygu Akın

https://doi.org/10.29029/busbed.1481667

Abstract

Bu araştırmada yöneticilerin liderlik davranışları ile çalışanların müşteri yönlülükleri arasındaki ilişkileri incelemek ve yöneticilerin sergiledikleri liderlik davranışlarının çalışanların müşteri yönlü davranışlar sergilemelerindeki etkisini ortaya koymak amaçlanmıştır. Bu amacı karşılamak için, nicel araştırma yöntemi esas alınmıştır. Araştırmada değişkenleri inceleme biçimine göre ilişkisel araştırma türünden ve alan araştırması deseninden yararlanılmıştır. Araştırma verileri anket aracılığı ile Antalya İlinde faaliyet gösteren bir oteldeki 226 hizmet çalışanından kolayda örnekleme yöntemine göre toplanmıştır. Toplanan verilerin analizi için öncelikle ölçeklerin geçerlilikleri kapsamında doğrulayıcı faktör analizi, güvenilirlik testi olarak Cronbach alfa, değişkenler arası ilişkileri tespit etmek için ise korelasyon ve regresyon analizleri yapılmıştır. Bu çerçevede verilerin analizi SPSS 27.0 ve AMOS yazılımları kullanılarak gerçekleştirilmiştir. Elde edilen sonuçlara göre, yöneticilerin liderlik davranışları ile çalışanların müşteri yönlü davranışları arasında genel anlamda pozitif yönlü anlamlı ilişkiler tespit edilmiştir. Regresyon analizi sonuçları incelendiğinde ise, yöneticilerin liderlik davranışlarının çalışanların müşteri yönlü davranışlar geliştirmesi üzerinde anlamlı ve pozitif bir etkiye sahip olduğu tespit edilmiştir. Ayrıca alt boyutlar açısından incelendiğinde de sürece meydan okuma, ortak bir vizyona yönelik ilham vermek, başkalarının işini kolaylaştırma, yol gösterme ve yüreklendirme liderlik davranışlarının da çalışanların müşteri yönlü davranışları üzerinde anlamlı ve pozitif etkilerinin olduğu yönde sonuçlara ulaşılmıştır.

Keywords

Liderlik Davranışları, Müşteri Yönlü Davranışlar, Çalışma Yaşamı

References

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Donavan, D. T., Brown, T. J., & Mowen, J. C. (2004). Internal benefits of service worker customer orientation: Job satisfaction, commitment, and organizational citizenship behaviors. Journal of Marketing, 68, 128-146.
Garba, O. A., Babalola, M. T., & Guo, L. (2018). A social exchange perspective on why and when ethical leadership foster customer-oriented citizenship behavior. International Journal of Hospitality Management, 70, 1–8.
Gong, T., Wang, C-Y., & Lee, K. (2020). The consequences of customer-oriented constructive deviance in luxury hotel restaurants. Journal of Retailing and Consumer Services, 57, 102254.
Green, S. B., Salkind, N. J., & Akey, T. M. (2000). Using SPSS for Windows analyzing and understanding data. Prentice Hall.
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Grinstein, A. (2008). The effect of market orientation and its components on innovation consequences: A meta-analysis. Journal of the Academy of Marketing Science, 36, 166–173.
Guenzi, P., & Troilo, G. (2006). Developing marketing capabilities for customer value creation through marketing-sales integration. Industrial Marketing Management, 35, 974–988.
Hartline, M. D., Maxham, J. G., & McKee, D. O. (2000). Corridors of influence in the dissemination of customer-oriented strategy to customer contact service employees. Journal of Marketing, 64(April 2000), 35–50.
Hemphill, J. K., & Coons, A. E. (1957). Development of the leader behavior description questionnaire. In R. M. Stogdill & A. E. Coons (Eds.), Leader behavior: Its description and measurement (pp. 6–38). Bureau of Business Research, Ohio State University.
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Hunt, T., & Fedynich, L. (2018). Leadership: Past, present, and future: An evolution of an idea. Journal of Arts and Humanities, 8(2), 20-26.
Hunt, S. D., & Lambe, C. J. (2000). Marketing’s contribution to business strategy: Market orientation, relationship marketing, and resource-advantage theory. International Journal of Management Reviews, 2, 17–43.
Jacobs, T. O., & Jaques, E. (1990). Military executive leadership. In K. E. Clark & M. B. Clark (Eds.), Measures of leadership (pp. 281–295). Leadership Library of America.
Jaramillo, F., Grisaffe, D. B., Chonko, L. B., & Roberts, J. A. (2009). Examining the impact of servant leadership on salesperson’s turnover intentions. Journal of Personal Selling and Sales Management, 29, 351–365.
Jaworski, B. J., & Kohli, A. K. (1996). Market orientation: Review, refinement, and roadmap. Journal of Market Focused Management, 1, 119–135.
Johns, H. E., & Moser, H. R. (1989, Fall). From trait to transformation: The evolution of leadership theories. Education, 110(1), 115-123.
Karagöz, Y. (2019). SPSS amos meta uygulamalı nitel-nicel-karma bilimsel araştırma yöntemleri ve yayın etiği. Nobel Yayıncılık.
Katz, D., & Kahn, R.L. (1966). The social psychology of organizations. John Wiley and Sons.
Kelley, S. W. (1992). Developing customer orientation among service employees. Journal of the Academy of Marketing Science, 20 (Winter), 27–36.
Klingborg, D. J., Moore, D. A., & Vera-Hammond, S. (2006). What is leadership? Journal of Veterinary Medical Education, 33(2). 280-283.
King, A. S. (1990). Evolution of leadershp theory. Vikalpa, 15(2), 43-54.
Kirkeby, F. O. (2008). The virtue of leadership, (1st ed.), Copenhagen Business School Press.
Korschun, D., Bhattacharya, C. B., & Swain, S. D. (2014). Corporate social responsibility, customer orientation, and the job performance of frontline employees. Journal of Marketing, 78, 20–37.
Kotter, J. P. (1990). A force for change: How leadership differs from management. Free Press.
Kouzes, J. M. & Posner, B. Z. (2023). The leadership challenge, (7th ed.), John Wiley & Sons.
Kubat, S. (2021). İçsel pazarlama uygulamalarının banka çalışanlarının müşteri yönlü davranışı ile ilişkisi ve bir araştırma [Yüksek lisans tezi, Maltepe Üniversitesi].
Liao, J. F. (2009). The effects of internal marketing on customer orientation in the banking industry. San Fransisco: Golden Gate University.
Liden, R. C., Wayne, S. J., Zhao, H., & Henderson, D. (2008). Servant leadership: Development of a multidimensional measure and multi-level assessment. The Leadership Quarterly, 19, 161–177.
Lussier, B., & Hartmann, N. N. (2016). How psychological resourcefulness increases salesperson's sales performance and the satisfaction of their customers: Exploring the mediating role of customer-oriented behaviors. Industrial Marketing Management, 1-11.
Mandal, P. C. (2016). Customer retention in organizations: A review. International Journal of Applied Research, 2(3), 770-772.
McCleskey, J. A. (2014). Situational, transformational, and transitional leadership and leadership development. Journal of Business Studies Quarterly, 5(4), 117-130.
McGrath, G. E. (2009). Internal market orientation as an antecedent to industrial service quality. Florida: H. Wayne Huizenga School of Business and Entrepreneurship Nova Southeastern University.
McNamara, C. P. (1972). The present status of the marketing concept. Journal of Marketing, 36 (January), 50-7.
Meydan, C. H. & Şeşen, H. (2015). Yapısal eşitlik modellemesi AMOS uygulamaları, Detay Yayıncılık.
Moller, K. M. M., & Fast, M. (2020). Investigating being in organizations and leadership a phenomenological alternative. Palgrave Macmillan.
Narver, J. C. ve Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54, 20–35
Nataraj, S. (2010). Customer retention- Crm application. Issues in Information Systems, 11(2), 44-47
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Primary Language	English
Subjects	Leadership
Journal Section	Articles
Authors	Şükran Oruç 0000-0002-8176-4058 Pınar Duygu Akın 0000-0002-9595-9729
Early Pub Date	April 28, 2025
Publication Date	April 30, 2025
Submission Date	May 10, 2024
Acceptance Date	March 18, 2025
Published in Issue	Year 2025 Issue: 29

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APA	Oruç, Ş., & Akın, P. D. (2025). THE ROLE OF MANAGERS’ LEADERSHIP BEHAVIORS IN DEVELOPING EMPLOYEES’ CUSTOMER-ORIENTED BEHAVIORS. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(29), 313-328. https://doi.org/10.29029/busbed.1481667

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