Thesis (M.Sc.) - Cairo University - Faculty of Commerce- Department of Business Administration

Customer orientation refers to the set of beliefs that put the client's interest as a priority. The service employees are the main actors in the delivery of service in the service firms. Customer orientation of service employee (COSE) is considered as a key determinant of service firm's success. So, studying the Customer Orientation (CO) with in service context is essential. The main purpose of the studying is to examine the impact of Customer orientation of service employee construct which is consisting of employees Technical skills, social skills, Motivation and Decision Making Authority on the essential marketing constructs " Customer affective commitment, Customer Continuance Commitment, Customer Normative Commitment ,Customer trust, customer Attitudinal Loyalty, customer Behavioral Loyalty Intention, customer Behavioral Loyalty, customer Loyalty to the firm and customer Loyalty to the salesperson". The model is developed and then is empirically test against a sample of 205 valid questionnaires were collected from salon (hairdresser) business sector customers in Egypt. The data were analyzed using simple Regression analysis and Path analysis. A normality test was conducted. The study findings have supported all the assumed hypothesis. However, Customer orientation of service employee (COSE) were found to have insignificant direct impact on loyalty factor. However, it was found to have indirect impact on loyalty factor though the mediating effect of consequence of COSE customer orientation of service employee" Customer affective commitment, Customer Continuance Commitment, Customer Normative Commitment and Customer trust

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