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| The Study on Integrated Mechanism of Organizational Orientation of Service Enterprises:The Analysis on Value Unity of Employees and Customers |
| LI Wei1,XU Hui2,2 |
| 1. Business Management School of CQUT2. |
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Abstract Employee orientation (EO) and customer orientation (CO) are the main contents of organization orientation. However, existing research pointed out there were some potential conflicts among them. This study, under the framework of stakeholder theory, attempts to integrate the EO and CO by introducing two types of key variables of the employee commitment (EC) and customer satisfaction (CS). The conclusions, using the empirical data from service enterprises, show that the EO and CO could be effectively integrated, and jointly boost the market efficiency under the binding functions of the EC and CS. Meanwhile, there some differences in integration mechanism between traditional service enterprises and high-end service enterprises. Finally, the theoretical revelations and managerial implications of the conclusions, as well as the limitations of this study are discussed.
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Received: 14 May 2012
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Corresponding Authors:
LI Wei
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2012, Vol. 1 
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