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Is Customer Orientation of Employees Sustainable? A Moderated Mediation Analysis

Author

Listed:
  • Junya Cai

    (School of Economic and Management, Xi’an University of Technology, Xi’an 710054, China)

  • Taiwen Feng

    (Business School, Shandong University (Weihai), Weihai 264209, China
    School of Management, Northwestern Polytechnical University, Xi’an 710072, China)

  • Wenbo Jiang

    (School of Management, Northwestern Polytechnical University, Xi’an 710072, China)

  • Jiapei Li

    (School of Management, Northwestern Polytechnical University, Xi’an 710072, China)

Abstract

While existing literature has addressed the benefits of customer orientation, less is known about its negative outcomes. This study investigates the mediating effect of emotional dissonance on the relationship between customer orientation and unethical decision-making, and whether this mediating effect is moderated by occupation. A sample of 727 doctors and nurses from three Chinese hospitals completed anonymous questionnaires regarding customer orientation, emotional dissonance, and unethical decision-making. Our findings reveal that the positive relationship between customer orientation and unethical decision-making is fully mediated by emotional dissonance. Furthermore, the mediating effect of emotional dissonance is moderated by occupation, which suggests that the mediating effect of emotional dissonance is stronger for doctors. This study contributes to our understanding of how and for whom customer orientation results in unethical decision-making, and suggests the need to take occupation into account in preventing the negative outcomes of customer orientation.

Suggested Citation

  • Junya Cai & Taiwen Feng & Wenbo Jiang & Jiapei Li, 2017. "Is Customer Orientation of Employees Sustainable? A Moderated Mediation Analysis," Sustainability, MDPI, vol. 9(7), pages 1-9, July.
    • Handle: RePEc:gam:jsusta:v:9:y:2017:i:7:p:1211-:d:104174
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    References listed on IDEAS

    as
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    2. Crystal Hoyt & Terry Price, 2015. "Ethical Decision Making and Leadership: Merging Social Role and Self-Construal Perspectives," Journal of Business Ethics, Springer, vol. 126(4), pages 531-539, February.
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