“…When performance and SOCO have been assessed at the firm level, the results have generally been inconclusive or weak [we invite the reader to consult Schwepker (2003) for a detailed treatment of this issue]. One area which has seen heavy attention is that of organizational level factors as they come to impact SOCO, including culture (Herche, Swenson, & Verbeke, 1996;Williams & Attaway, 1996), climate (Mulki, Jaramillo, & Locander, 2006), and ethics (Howe, Hoffman, & Hardigree, 1994;Verbeke, Ouwerkerk, & Peelen, 1996). Several studies have also evaluated customer orientation's impact on the salesperson's role conflict and role ambiguity (Flaherty et al, 1999;Johnston, Parasuraman, & Futrell, 1989;Siguaw & Honeycutt, 1995).…”