Enhancing the commitment to service quality through developmental and rewarding systems: CSQ consistency as a moderator

Abstract

This research integrated value congruence and person–environment fit theories into a validation of the effects of developmental and reward-based interventions on frontline service employees' commitment to service quality (FLSE CSQ). Based on a dyad survey conducted in 36 Starbucks stores in Taipei, the results reveal that formal training, coaching and rewards have positive relationships with FLSE CSQ. Moreover, FLSE CSQ is positively related to job satisfaction, commitment to the organisation, job performance and organisational citizenship behaviours (OCBs). The associations of development interventions and rewards with FLSE CSQ and the relationships of FLSE CSQ with job performance and OCBs are significantly stronger when the consistency of CSQ is high.