Journal of the Academy of Marketing Science

, Volume 20, Issue 1, pp 27–36

Developing customer orientation among service employees

  • Scott W. Kelley

DOI: 10.1007/BF02723473

Cite this article as:
Kelley, S.W. JAMS (1992) 20: 27. doi:10.1007/BF02723473


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.

Copyright information

© Academy of Marketing Science 1992

Authors and Affiliations

  • Scott W. Kelley
    • 1
  1. 1.University of KentuckyUSA