Service workers’ job performance: The roles of personality traits, organizational identification, and customer orientation

Hongwei He, Weiyue Wang, Weichun Zhu, Lloyd Harris

Research output: Contribution to journalArticlepeer-review

22 Citations (Scopus)
756 Downloads (Pure)


Purpose – This paper aims to advance the literature by testing the boundary of this relationship with reference to a key construct in employee performance in the service domain: employee customer orientation. Organizational identification refers to employees’ perceived oneness and belongingness to their work organization, and has been argued to be associated with higher employee performance. Design/methodology/approach – Data were collected based on a sample of call center service workers. Employees rated their organizational identification, customer orientation and personality traits. Supervisors independently rated their subordinates’ performance. Variables statistic tools were used to analyze the data and test a series of hypotheses. Findings – It was found that customer orientation strengthens the relationship between organizational identification and service workers’ job performance, and it enhances the mediating effect of organizational identification on the relationship between service workers’ personality trait (i.e. agreeableness) and their performance. Originality/value – This research advances an argument that employee customer orientation moderates the relationship between employee organizational identification and employee job performance in the call center service provision domain. In addition, this is a pioneering study examining the roles of personality traits on employee organizational identification.
Original languageEnglish
Pages (from-to)1751-1776
Number of pages25
JournalEuropean Journal of Marketing
Issue number11/12
Publication statusPublished - 9 Nov 2015

Bibliographical note

This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here ( Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.


  • Personality traits
  • Customer orientation
  • Job performance
  • Organizational identification
  • Call centers
  • Service workers


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