Effects of mentoring on customer orientation: the moderating role of gender

This study investigates the effects of mentoring on employees' customer orientation in a Chinese setting by focusing on the moderating role of gender. The results from a survey of 280 employees indicate that proteges have higher levels of customer orientation than non-proteges. Moreover, proteges who receive higher levels of career and psychosocial support exhibit higher levels of customer orientation than those who receive lower levels of such support. The effects of the mentoring relationship and career support on customer orientation are stronger for women than for men. The findings are discussed in terms of the theoretical and practical implications for human resource management.