الفهرس 
Chapter 1: IntroductionOnly 14 pages are availabe for public view
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Abstract
Nowadays, more and more organizations are adopting a customer orientation, realizing its clear
positive effects on the performance and profitability of the firm. Customer orientation implies
implementing the marketing concept in all business transactions in order to help customers make
purchase decisions that will satisfy their needs (Saxe and Weitz, 1982). The researcher detected a
lack of studies investigating the customer orientation behavior of employees using both personality
variables as well as situational variables together as customer orientation predictors in the same
model. This paper proposes that internal marketing can be used as a management intervention tool
building on existing employees’ basic personality traits to develop customer-oriented behavior.
Data was collected from a convenience sample of 390 tellers and customer service employees
working in the banking sector in Alexandria, Egypt. Results of the study indicate that internal
marketing as well as the personality traits: conscientiousness, agreeableness, and extraversions, have
positive yet weak relationships with the customer orientation behavior of employees. Internal
marketing was found to play a minor moderating role to the relationship between agreeableness and
customer orientation behavior as well as conscientiousness and customer orientation behavior.
However, the internal marketing was not found to have a moderating effect on the relationship
between extraversion and individual customer orientation.