Document Type

Journal Article

Department/Unit

Department of Marketing

Title

Effects of mentoring on customer orientation: The moderating role of gender

Language

English

Abstract

This study investigates the effects of mentoring on employees' customer orientation in a Chinese setting by focusing on the moderating role of gender. The results from a survey of 280 employees indicate that protégés have higher levels of customer orientation than non-protégés. Moreover, protégés who receive higher levels of career and psychosocial support exhibit higher levels of customer orientation than those who receive lower levels of such support. The effects of the mentoring relationship and career support on customer orientation are stronger for women than for men. The findings are discussed in terms of the theoretical and practical implications for human resource management.

Keywords

Career support, Customer orientation, Gender, Mentoring, Psychosocial support

Publication Date

1-2015

Source Publication Title

Asia Pacific Journal of Human Resources

Volume

53

Issue

1

Start Page

124

End Page

140

Publisher

Wiley

Peer Reviewed

1

DOI

10.1111/1744-7941.12029

Link to Publisher's Edition

http://dx.doi.org/10.1111/1744-7941.12029

ISSN (print)

10384111

ISSN (electronic)

17447941

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