The effect of quality commitment and organizational commitment on the customer orientation (case study: Kermanshah Tejarat Bank)

ABSTRACT: The survival in the present insecure and competitive environment has forced organizations to have specialized and skilled employees which act beyond their duties, because the success of organizations depends on them. This study aims to examine the effect of quality commitment and organizational commitment on the customer orientation Kermanshah Tejarat Bank. Five hypotheses were proposed for this purpose. The research method, according to the purpose of applied research and the manner of data collection is a descriptive and the analyzing of the model specifically is based on structural equation modeling (SEM) via AMOS and SPSS softwares. The studyʹs statistical community is composed of 430 employees of Tejarat bank and statistical sample includes 202, which have been selected by a simple random sampling method. The research findings which are based on structural equations model indicates that quality commitment and organizational commitment significantly affects customer orientation