Service customer orientation and social sustainability: The case of small and medium enterprises

Abstract

Social sustainability is an intricate subject with interrelated but distinct components. This paper measures social sustainability as an employee outcome, customer outcome and organizational outcome. To test the strategy-sustainability relationship model, this study examines service customer orientation as the corresponding strategy. Using a sample of 400 SMEs in the service sector, the results show that all the direct and indirect relationships between service customer orientation and the three social sustainability indicators are significant.