“…Specifically, if a company has a higher customer orientation, it will have a positive impact on service quality, performance, customer satisfaction (Fynes, Voss, and de Búrca, 2005;Panayides and So, 2005) and trust (Huang and Fang, 2006). Study by Zhao, Flym, and Roth (2007) also found that if a company could have a better relationship with customers, this would produce a positive impact on customer satisfaction. Customer orientation will enhance organization's energy of servicing customer.…”