The Service Orientation and Employee’s Customer Orientation in Public Services Organizations

This paper explores the relationships between service orientation and employees’ customer orientation in public services organizations. First, we will review the relevant literature on service orientation and employee’s customer orientation. Based on this theory, the research hypothesis is formulated. The research results will be followed by conclusions, limitations and future directions. At the construct level, we found positive direct relationships between service orientation and employees’ customer orientation. The regression model of the service orientation dimensions revealed significant positive effects of customer treatment and service standards communication on employees’ customer orientation, as well as the negative effects of service rewards