Organizational Service Orientation is an essential factor for organizations to consider if they to remail superior to competitors in the market and accomplish high performance as the values delivered to customers stem not from individual activities of each service providing employee, but from organizational activities of employee with same motivation toward their organizational goal.
So, a number of studies have investigated the impact of service orientation on Job Performance, and many evidence testify with certainty in the same vein that Service orientation can lead a Service orientation. Especially in the manufacturing industry individualization in regard of a combination of products and services offers a huge differentiation factor. there has been a debate about the need for a shift from a product-centric view toward a service-dominant perspective.
Accordingly, this study investigated the impacts of Service Orientation on Turnover Intention and Organizational Commitment. In addition, this study examined the mediating effects of Emotional Labor.
To accomplish this purpose, the authors conducted a survey of employees in manufacturing companies. A total of 314 questionnaires were used for the study. Hypotheses were tested through hierarchy regression analysis.
The results of this study are as followings;
First, Service Orientation are negatively related to Turnover Intention.
Second, Service Orientation are positively related to Organizational Commitment.
Third, Emotional Labor have partially moderated effect on the relationship between Service Orientation and Turnover Intention, Organizational Commitment.
In Conclusion, First Application of Service Orientation manufacturing industry is the important factor that survive the recent market competition. Second, Emotional Labor have less been studied as exploratory variables of Service Orientation, so the results of the study have many theoretical and practical implications.