الفهرس | Only 14 pages are availabe for public view |
Abstract Nowadays, more and more organizations are adopting a customer orientation, realizing its clear positive effects on the performance and profitability of the firm. Customer orientation implies implementing the marketing concept in all business transactions in order to help customers make purchase decisions that will satisfy their needs (Saxe and Weitz, 1982). The researcher detected a lack of studies investigating the customer orientation behavior of employees using both personality variables as well as situational variables together as customer orientation predictors in the same model. This paper proposes that internal marketing can be used as a management intervention tool building on existing employees’ basic personality traits to develop customer-oriented behavior. Data was collected from a convenience sample of 390 tellers and customer service employees working in the banking sector in Alexandria, Egypt. Results of the study indicate that internal marketing as well as the personality traits: conscientiousness, agreeableness, and extraversions, have positive yet weak relationships with the customer orientation behavior of employees. Internal marketing was found to play a minor moderating role to the relationship between agreeableness and customer orientation behavior as well as conscientiousness and customer orientation behavior. However, the internal marketing was not found to have a moderating effect on the relationship between extraversion and individual customer orientation. |