摘要：Research Aims - The current study proposes to fill in the gap in customer orientation literature by focusing on the relationship between customer orientation,employee rhetorical sensitivity and customer retention from the customer perspective.Design/Methodology/Approach - The sample was collected at the KLIA and KLIA2 using con_venience sampling.In which the questionnaire was distributed to the experience customer of travel agency.Research Findings - The finding indicates that customer orientation and employee rhetorical sen?sitivity has positively influence customer retention.Additionally,employee rhetorical sensitivity partially mediates the relationship between customer orientation and customer retention.Theoretical Contribution/Originality - Academically,this study contributes to the literature of customer orientation and rhetorical sensitivity.Managerial Implications in the South East Asian Context - Practically,travel agencies manager will lead to better understanding ofneed to pay attention to both customer orientation and employee rhetorical sensitivity in enhancing the services in the travel agency sector in Malaysia and South East Asian Country.Research Limitation & Implications - Although the study only focuses on customer orientation and employee rhetorical sensitivity as a predictor towards customer retention,it send signals to trav?el agencies managers that the both construct are important component to ensure customer retention.
