During the expansion of service quality research in the early 1980s, Berry (1980,1983) and Grőnroos (1981, 1983) develop a business concept with the central aim of achieving a customer-focused workplace and, in turn, providing high quality service for end customers. So there are lots of researches focus on the relationship between internal marketing and customer orientation, and there is no exception of this research. Through this research, we want to realize besides organization policy, which we mean internal marketing, if personal values, which we mean employee work values, can help employees understand and be more customer-oriented? Besides, we find there are lots of discussions about the relationship of internal marketing and customer-orientation behavior, but there are few examine the relation. So we put employee job performance in our research to measure individual contribution. The data of this research is obtained from personal finance operators of seven banks. We use structural equation model (SEM) and Pearson correlation to find the relationships among internal marketing, work value, customer-orientation behavior and job performance. This research finds that internal marketing will positively influence customer-orientation behavior through work values, and internal marketing can directly and positively influence employee job performance. So, based on the results of this research, managers can focus some work values to be criteria recruiting employees. Or more constructively, managers can design some systems to help employee ¡§re-socialize¡¨ to chage or create their work values.