South-East European Research Centre (SEERC)

The need for employee level customer orientation has been well acknowledged in the extant literature and therefore research on antecedents of employee level customer orientation becomes significant. In this study we attempt to probe the relationship between personality traits and customer orientation by looking at two important moderating variables - role conflict and work-to-family conflict. The hypotheses are tested in the context of call-centre personnel in India. Results endorse a negative moderating role for role-conflict, and for work family conflict.