Developing customer orientation among service employees

Research output: Contribution to journalArticlepeer-review

363 Scopus citations


A conceptual framework is proposed that considers the customer orientation of service employees and its relationship with their perceived level of organizational socialization and perceptions of the organizational climate for service, motivational effort and direction, and organizational commitment. Structural equation modeling techniques are applied to data collected from employees in the financial services industry to test the framework. The results of this study indicate higher levels of customer orientation result from favorable perceptions of the organizational climate for service and higher levels of motivational direction and organizational commitment. In addition, organizational socialization was found to have a positive impact on perceptions of climate, levels of motivation, and organizational commitment.

Original languageEnglish
Pages (from-to)27-36
Number of pages10
JournalJournal of the Academy of Marketing Science
Issue number1
StatePublished - Dec 1992

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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