Customer orientation as a buffer against job burnout

Abstract

This study examines the role of service worker customer orientation (CO) as a buffer against the detrimental effects of job burnout on job performance and turnover intentions. Data collected from frontline bank employees serve as the study setting. The tenets of the attribution theory are used in developing the study hypotheses. Results show that CO moderates the detrimental effects of job burnout on both job performance and turnover intentions, where the effects of job burnout on both outcomes are weaker for frontline employees with higher CO. Hiring employees high on CO for frontline positions should pay dividends in managing burnout and its negative consequences on job performance and turnover intentions.

Keywords:

• job burnout
• customer orientation
• job performance
• turnover intentions
• retail banking
• frontline employees