The Role of Customer Orientation in the Relationship Between Manager Communications and Customer Satisfaction

Abstract

Within the restaurant and hospitality industry, employee behaviors and relationships are important in determining customer satisfaction. The present study extended the hospitality literature regarding customer satisfaction in three ways using a cross-sectional survey design. First, the relationship between manager communications and customer orientation was explored, and results supported a positive, significant relationship. Second, this study helped confirm past studies that have tested the relationship between customer orientation and customer satisfaction using a single-item customer response measure. Finally, a meditational test examined whether customer orientation carries the full influence of a manager’s communication and the resulting customer satisfaction. Results supported the meditational test. Practical and theoretical implications are explored for both hospitality researchers and practitioners.