Organizational service orientation and job satisfaction : A multidisciplinary investigation of a reciprocal relationship

Purpose Given the polyphony around service orientation related constructs coming from both Marketing and Organizational Behavior researchers, the first purpose of this paper is to delineate the construct of service orientation, and second, recognizing the focal role of employees for offering services of high quality, it investigates the complex relationship between service orientation and job satisfaction. Design/methodology/approach This paper draws upon theories and arguments from marketing and organizational behavior to identify “organizational service orientation” (OSO) as a common basis for both scholarships. Grounded on the review of the impact of OSO and job satisfaction constructs to each other, the authors develop research propositions, and discuss implications of the proposed relationships for both. Findings The paper explicates the positive impact of OSO on job satisfaction but also puts forward a positive influence of job satisfaction on OSO, suggesting hence a reciprocal relationship between the two. Originality/value First, this paper offers construct clarification for OSO, bridging disciplinary and audience divides. Second, it argues over the reciprocal relationship between OSO and job satisfaction, indicating the necessity to invest on maximizing both constructs in order to ultimately optimize the service experience of customers.