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The importance of customer orientation has been widely discussed although few studies have specifically measured this construct. Describes a study that compares the service providers’ self‐perception of customer orientation with customer perceptions of this dimension in a health care setting where both nurses and patients are surveyed. Customer orientation is measured using a modified SOCO scale adapted to a hospital context. Finds significant differences between the nurses’ and patients’ mean scores for the customer orientation scale (COS). Discusses an analysis of scale item differences together with item variation between patient groups. Suggests that two dimensions may exist within the customer orientation construct, information exchange and professional relationship. Discusses the managerial implications of these results.

The managerial implications are that both a comprehensive programme of organizational culture and individual staff member development is needed if an enhanced customer orientation and the consequent improvement in client satisfaction with nursing care is to occur.

Purpose -The purpose of this study is to examine the relationships between behavioural intentions and its antecedent factors in online services settings. Design/methodology/approach -Data were collected from a national survey of Australians with experience purchasing online. A conceptual model linking behavioural intentions and its key antecedents was tested using partial least squares. Findings -The results suggest that behavioural intentions are directly