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Customer Orientation: Help or Hindrance to Alternative Work Arrangement Initiatives and Turnover Intentions in Accounting?

• In Event: Social Media Analyst Coverage and Investment Efficiency

Abstract

This study examines employee perceptions of firm customer orientation (CO) and their relationship with alternative work arrangements (AWAs) and turnover intentions. It specifically examines the impacts that firm CO has on employee perceptions of AWA organizational support, AWA viability, and turnover intentions in public accounting. Survey results indicate that perceived CO is positively associated with both perceived AWA organizational support and perceived AWA viability. The relationship between perceived firm CO and turnover intentions was significant and negative. Results suggest that firm emphasis on CO does not harm AWA initiatives. On the contrary, increased CO is associated with increased perceptions of AWA support and AWA viability, indicating management can focus clients without losing focus on AWAs as important employee recruitment and retention tools. Results further suggest that increased CO may aid in the battle against turnover in public accounting.

Authors

• andrew weinberger, Central CT State

• Rebekah Austin, Creighton

• Margaret Knight, Creighton University