Provided HRM is positively associated with the above types of work behaviours, it
should have impact on other work behaviours too. Customer-oriented behaviour is a
type of behaviour that is regarded a key success factor in services. Peccei and
Rosenthal (2001) define it as an extent of employee involvement in continuous service
improvement and exertion of effort in satisfying customer needs. Among the
recognised antecedents of customer-oriented behaviour, research has identified job
satisfaction (Hoffman and Ingram, 1992) and psychological empowerment (Peccei and
Rosenthal, 2001).