Customer Orientation of Service Employees (COSE), Service quality and Customer satisfaction

The performance of service personnel is an important constituent while evaluating service quality of an organization consequently the effects of employee's customer and service orientation on customer's perceptions of service evaluation is an important area of research. Many authors and academicians have regarded the customer orientation of employees in general and service employees in particular as a main determinant of an organization's long term success and growth. This paper attempts to understand and explore the concept of customer orientation of service employees along with proposing a theoretical model for the same, with the addition of showing how such a model may impact on the overall service quality and customer satisfaction of a service providing firm.