personal focus on satisfying customers' needs – has been assumed to be most beneficial when frontline workers have ample time to interact with customers on a one-to-one basis.
customer orientation improves employees' job outcomes by reducing stress and increasing engagement, particularly in job environments—such as fast food service, retail sales, financial services, and call centers—where short-lived, improvised interactions with numerous customers can quickly take a toll on employees' well-being.
customer orientation "leads to improved job outcomes, not simply because it is a better way to do business but because it confers employees with important psychological benefits as well.