Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/1183
Title: A new conceptualization of salesperson's customer orientation: Propositions and implications
Authors: Singh, Ramendra
Koshy, Abraham
Keywords: Conceptualization
Construct
Customer orientation
Marketing concept
Sales force
Salesperson
Issue Date: 2012
Publisher: SCOPUS
Marketing Intelligence and Planning
Series/Report no.: 30(1)
Abstract: Purpose: The purpose of this article is to provide a new conceptualization of a salesperson's customer orientation, as a multi-dimensional construct. The authors aim to base their new conceptualization on extensive evidence from literature review, and synthesis of the review of literature. Design/methodology/approach: An extensive literature review of the extant conceptualizations and operationalizations of salesperson's customer orientation is first carried out. Based on the review and synthesis of literature, a salesperson's customer orientation with six domain areas is conceptualized, through several propositions in the paper. Findings: The findings of this study suggest that salesperson's customer orientation has six domain areas, namely, providing information to customers, understanding customer needs, fulfilling customer needs, creating and delivering customer value, sustaining customer satisfaction, and maintaining long-term relationships with customers. Practical implications: The sales managers can now apply more specifically, any of the six domain areas of customer-oriented selling, and understand the conditions under which a particular domain area is important for customers. Originality/value: Salesperson's customer orientation hitherto has been considered only as an application of the marketing concept. The domain of this construct, or its various sub-domain areas were not clearly delineated so far in the literature. This paper clearly explicates the domain areas of the construct while defining customer-oriented selling in the changed world of selling today. © Emerald Group Publishing Limited.
Description: Singh, Ramendra Kumar, Marketing Department, IIM Calcutta, Kolkata, India; Koshy, Abraham, Marketing Department, IIM Ahmedabad, Ahmedabad, India
ISSN/ISBN - 02634503
pp.69-82
DOI - 10.1108/02634501211193921
URI: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84862966248&doi=10.1108%2f02634501211193921&partnerID=40&md5=a9f1f73b05d975c0b42ea39fa36c22ba
https://ir.iimcal.ac.in:8443/jspui/handle/123456789/1183
Appears in Collections:Marketing

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