Department of Marketing
Effects of mentoring on customer orientation: The moderating role of gender
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.
Career support, Customer orientation, Gender, Mentoring, Psychosocial support
Source Publication Title
Asia Pacific Journal of Human Resources
Link to Publisher's Edition
Kwan, Ho Kwong, Frederick Hong-kit Yim, and Xia Zhou. "Effects of mentoring on customer orientation: The moderating role of gender." Asia Pacific Journal of Human Resources 53.1 (2015): 124-140.