Customer Orientation of Service Employees-Toward a Conceptual Framework of a Key Relationship Marketing Construct

摘要

Although customer orientation is a core clement of the marketing concept and is especially crucial to the concept of relationship marketing, no widely accepted conceptualization of the construct exists. In the context of service organizations, the fulfillment of customer needs and wishes by customer-contact employees can he seen as crucial for gaining a high degree of customer orientation. This paper develops a conceptualization of service employee customer orientation which is presented as a three-dimensional construct, the interrelated dimensions being the employee's motivation to serve customers, his or her customer-oriented skills, and his or her self-perceived decision-making authority. Implications are drawn out for relationship marketing of services organizations and relationship marketing theory.