Abstract
Lytle, Hom, and Mokwa (1998) developed the SERV*OR scale to measure the construct they defined as organizational service orientation. This measure consists of 35 items and has been used extensively to demonstrate relationships between service orientation and other constructs. The purpose of this research is to develop a short-form version of the SERV*OR scale, allowing managers and researchers to more easily measure the impact of service orientation. An online sample of frontline service workers was used to test this model. Confirmatory factor analysis supports a reduced-item scale that represents all the original components posited by Lyle et al. (1998).
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