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Sustainability 2017, 9(7), 1211; doi:10.3390/su9071211

Is Customer Orientation of Employees Sustainable? A Moderated Mediation Analysis

1
School of Economic and Management, Xi’an University of Technology, Xi’an 710054, China
2
Business School, Shandong University (Weihai), Weihai 264209, China
3
School of Management, Northwestern Polytechnical University, Xi’an 710072, China
*
Author to whom correspondence should be addressed.
Received: 8 June 2017 / Revised: 28 June 2017 / Accepted: 8 July 2017 / Published: 10 July 2017
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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. View Full-Text
Keywords: customer orientation; unethical decision-making; emotional dissonance; occupational differences customer orientation; unethical decision-making; emotional dissonance; occupational differences
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Cai, J.; Feng, T.; Jiang, W.; Li, J. Is Customer Orientation of Employees Sustainable? A Moderated Mediation Analysis. Sustainability 2017, 9, 1211.

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