Customer Orientation Behaviors of Frontline Employees: Moderating Roles of Emotional Intelligence

Abstract

Customer orientation behavior of frontline employees is an important issue in service industries. This research investigates 520 frontline employees of six life insurance companies in Taiwan. The researchers examine the relationships among job satisfaction, job involvement, job stress and customer orientation behaviors. The moderating roles of emotional intelligence are discussed in depth. The results are as follows: First, both job satisfaction and job involvement positively influence customer orientation behaviors, and job stress negatively influences customer orientation behaviors. Second, emotional intelligence moderates the relationship between job stress and customer orientation behaviors.