Affiliation:
1. Doyle Dane Bernbach/West, Inc.
2. University of Pennsylvania.
Abstract
The concept of customer orientation in salespeople is defined, a scale is developed to measure the degree to which salespeople engage in customer-oriented selling, and the properties of the scale are reported. A test of the nomological validity indicates the use of customer-oriented selling is related to the ability of the salespeople to help their customers and the quality of the customer-salesperson relationship.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
535 articles.
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