ORIGINAL RESEARCH article
Front. Psychol.
Sec. Organizational Psychology
Volume 16 - 2025 | doi: 10.3389/fpsyg.2025.1666546
Learning to Serve: Social Learning and Organizational Customer Orientation– Employee Job Performance Link in Nigerian Service Firms
Provisionally accepted
- 1Beijing University of Chemical Technology, Beijing, China
- 2Coventry University, Coventry, United Kingdom
- 3University of Birmingham Birmingham Business School, Birmingham, United Kingdom
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Organizational Customer Orientation (OCO) refers to an organization's continuous and proactive disposition that puts the interests of customers first. Extant studies have explored the relationship between OCO and employee job performance. However, the results are mixed and inconsistent. Collecting a set of multisource data at different points of times in Nigeria, this research advances the literature by arguing that Employee Customer Orientation (ECO) acts as a mechanism between OCO and employee job performance. Moreover, we argue that this mediation effect is moderated by the employee's personality trait of openness to experience. The results support the view that, as expected, ECO mediates the effect of OCO on employee job performance. And, this mediating effect is moderated by the employee's openness to experience. From a managerial perspective, our findings highlight the importance of an organizational climate for customer orientation and the management of employee – working environment interactions.
Keywords: Organizational Customer Orientation, Employee customer orientation, Openness to experience, job performance, social learning theory
Received: 15 Jul 2025; Accepted: 09 Oct 2025.
Copyright: © 2025 Teng, Song and Wang. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Da Teng, da.teng@mail.buct.edu.cn
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