How do service employee´s attitudes influence customer perception of service quality?

Little theoretical research has examined possible linkages between affective commitment, job satisfaction and customer perception of service quality. Based on self-regulation of attitude theory, this paper establishes the conceptual framework of the relationship among management commitment to service quality (MCSQ), customer orientation, affective commitment, job satisfaction, service effort and service quality of service employee. Following person-environment fit theory, we argue that some effects of MCSQ are moderated by service employee´s customer orientation. MCSQ is service employees´ cognitive appraisal of the level of management´s emphasis on service and it may influence service quality directly in service delivery process. Customers can catch the emotion of employees through emotional contagion processes. The mechanism of the influence of affective commitment and job satisfaction on customer perception of service quality is different.