The Structural Equation Model of the Relationship between Job Stress, Psychological Well-Being, and Customer Orientation with the Mediating Role of Job Satisfaction among Maskan Bank Employees.

Customer orientation plays an important role in the success of organizations as one of the main strategies today. The existing models of customer orientation lack orientation in the psychological field, and this is not enough for companies and organizations whose life depends on the customer. The present study was conducted to investigate the structural equation model of the relationship between job stress, psychological well-being, and customer orientation with the mediating role of job satisfaction among the employees of Kermanshah Housing Bank.

according to the practical purpose, the present study is correlational in terms of the method of collecting descriptive information and the method of implementation. The statistical population was formed by the employees of Maskan Bank Kermanshah (N=420), and the sample size (n=201) was available by sampling. And it was determined using Cochran's formula in 1401. The data were collected through the standard psychological well-being questionnaires of Ryff (1989), Maslach's job burnout (1997), Smith and Hallin's job satisfaction (1969), Philip L. Rice's job strain (1992), Khalaj and Rahmani's job dissatisfaction (2021), job stress Jones et al (2010) and Donavan's customer orientation (2004) were collected and analyzed by structural equation modeling method.

The findings showed that job satisfaction positively affects customer orientation. The psychological well-being of the orbiting customer has a positive effect directly and through job satisfaction. Also, job stress hurts customer orientation directly and through job satisfaction.

The proposed model of banks and financial and service institutions in protecting their employees and creating mental health strategies within organizations provides guidance and a practical model for customer orientation.