Enhancing Contact Employees’ Fit With Their Environment and Willingness to Report Service Complaints

Abstract

This study adopts a multilevel research design in order to illustrate the importance of supervisor’s adoption of Internal Market Orientation (IMO) for shaping positive employee consequences. The equity theory and the fit theory are integrated so as to provide the theoretical background of the impact of IMO on employees’ fit with their organization and their supervisor. Evidence is provided regarding the effect of IMO on employees’ perceptions of IMO as well as on different fit types and behaviours beneficial towards the firm and their supervisor (i.e. willingness to report service complaints).