Service quality of frontline employees: a profile deviation analysis

Neeru Malhotra, Felix Mavondo, Avinandan Mukherjee, Graham Hooley

Research output: Contribution to journalArticlepeer-review


Using a configuration theory approach, this paper conducts a comparative study between frontline employees in phone and face-to-face service encounters for a retail bank. The study compares the top performers in service quality in relation to three components of organizational commitment and their demographics by applying a profile deviation analysis. The results show that the profile deviation for face-to-face employees is significantly negative, while for call center employees nonsignificant. Although the study finds no significant differences in the three components of commitment, significant differences exist in the total experience and age of the best performers. Also, affective commitment dominates the profile of high performers, while poor service providers seem to exhibit a higher level of continuance commitment. This study demonstrates the utility of profile deviation approaches in designing internal marketing strategies.
Original languageEnglish
Pages (from-to)1338-1344
Number of pages7
JournalJournal of Business Research
Issue number9
Early online date3 Mar 2012
Publication statusPublished - Sept 2013


  • profile deviation analysis
  • configuration theory
  • bank branches
  • call centers
  • service
  • quality
  • commitment


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