Exploring the associations between standards for service delivery (organisational culture), co-worker support, self-efficacy, job satisfaction and customer orientation in the real estate industry

The study examines the effects of organisational and individual factors of real estate agents on customer orientation. The organisational factors included are standards for service delivery (culture), supervisor support and co-worker support. The individual factors examined are self-efficacy and job satisfaction. The sample comprises 108 employees in the real estate industry. The moderating effects of job satisfaction and co-worker support between standards for service delivery and customer orientation and self-efficacy on the relationship between co-worker support and customer orientation offer new insights into the antecedents of customer orientation in a high-pressure selling-oriented industry, which have implications for staff selection and training and work organisation. This paper presents an original contribution to understanding the effects of individual and organisational characteristics on customer orientation.