Achieving a high level of customer orientation is an important organizational goal.Past research indicates that customer orientation is related to positive outcomes for the firm. Customer orientation has typically been measured by self-reports from service employees. Customer orientation has been shown to have a positive impact on performance. Improving customer satisfaction has been identified as one of the major challenges in the whole construction industry in the recent decade. Customer satisfaction has gained very much attention in the last few decades in all areas of production. Innovation management and customer orientation have been widely recognized as key factors in enhancingthe business performance.

Achieving a high level of customer orientation is an important organizational goal.Past research indicates that customer orientation is related to positive outcomes for the firm. Customer orientation has typically been measured by self-reports from service employees. Customer orientation has been...