ABSTRACT
The concept of customer orientation of service employees (COSE) continues to receive considerable attention from research scholars and business professionals in developed countries. However, very little or no such research has focused on understanding the complex relationship between various dimensions of COSE and organisational performance in a developing country like India. In order to plug the gap, the present study has been conducted in the Indian service sector with samples from four prestigious banks. The study that matches perceptions from both the contact employees and their customers reveals that (COSE) exerts its direct impact on several employee outcomes (employee service effort, job satisfaction, esprit de corps and commitment) as well as on organisational performance (customer service quality perception and their satisfaction). The empirical results also report indirect effects of COSE on organisational performance via the employee outcomes. These employee outcomes are found to be effective mediators, thus linking positive effects of COSE to customer outcomes.
