Service orientation of restaurant employees

Abstract

The purpose of this study was to identify and investigate factors that might influence restaurant employees' degree of service orientation. Service orientation has been characterized as the disposition of employees to be helpful, thoughful, considerate, and co-operative towards customers. This study, exploratory in nature, examined service orientation of employees and managers working in pizza restaurants. Results suggest that service orientation is comprised of three components: organizational support, customer focus, and service under pressure. Results also suggest that increasing employees' job involvement, job satisfaction, and job security could assist in improving their overall service orientation.