It is very important to investigate what factors influence a high level of the service customer orientation of hotels employees under the conditions of the transition and a high rate of the unemployment. One of the conclusions of the research is that management of the hotels in Serbia don't fully recognize the potentials of the knowledge of employees as a possible competitive advantage during organizational changes in a high competitive global environment. Since job satisfaction is one the most important factor which influences readiness for organizational changes of employees we investigate in the study the relationships between job satisfaction, perceptions of organizational customer climate, cultural dimensions and employees customer orientation among front-line employees in the hotel industry in a non-Western country in the transition. Data for the current study were collected through the use of a survey instruments completed by front-line employees in several hotels in the north province of Serbia -Vojvodina. This part of Serbia is one of the most developed part of Serbia and tourism industry is one of the important factors of the economic development of the region.
organizational changes cultural dimensions job satisfaction customer focus organizational service orientation knowledge management