Organizational identification as a determinant of customer orientation in service organizations

Jan Wieseke*, Johannes Ullrich, Oliver Christ, Rolf Van Dick

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


The marketing literature suggests that frontline employees are the central determinant of how customer-oriented a service organization is perceived to be by its customers. However, little is known about the contingencies of employees' customer orientation (CO) beyond personality traits and broadly construed work attitudes. Based on the social identity approach, the present article develops a multilevel model whereby CO is the result of identity-based management of frontline employees. Two empirical studies in the travel industry show that employees' CO depends on employees' organizational identification and their leaders' acting as role models of CO.

Original languageEnglish
Pages (from-to)265-278
Number of pages14
JournalMarketing Letters
Issue number4
Publication statusPublished - 1 Dec 2007


  • Customer orientation
  • Multilevel
  • Organizational identification


Dive into the research topics of 'Organizational identification as a determinant of customer orientation in service organizations'. Together they form a unique fingerprint.

Cite this