The Role of Public Relations in the Social Exchange of Employees with Customers on the Services Provided to Customers with the Mediating Role of Customer Orientation

The aim of this study was to "investigate the impact of social exchange of employees with the customer on services provided to the customer with the mediating role of customer orientation in tourist hotels in Isfahan"; In terms of method, it is a descriptive-survey correlation with the nature of application and in terms of cross-sectional time. The statistical population of this study includes all employees of tourist hotels in Isfahan, which was selected as a statistical sample using the Cochran's formula of 170 people by available methods. The research measurement tool was a standard questionnaire for variables or social exchange of employees with customers, customer orientation and customer service provided. Was estimated at 0.841. Data analysis was performed using Spss26 and Amos24 software. Structural equation method was used to test the hypotheses. The results showed that in Isfahan tourist hotels, the social exchange of employees with customers has an effect on customer orientation and services provided to customers (designated services and extraordinary services). Baron and Kenny method also showed that customer orientation has a mediating role in the relationship between social exchange of employees with customers and services provided to customers.