How market orientation affects female service employees in Thailand

Past studies show that the implementation of market orientation has a positive effect on the job attitudes of male-dominant Western managers and salespersons. This study extends the knowledge in this area by attempting to empirically establish if market orientation can be implemented to service employees across culture and gender. Results show that none of the behavioral components of market orientation has a positive impact on job satisfaction of Thai female customer contact service employees, and that only customer orientation and interfunctional coordination have marginal effects on role ambiguity and organizational commitment. Managerial implications, limitations, and future research directions are also discussed.