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Title: SALCUSTOR: A multidimensional scale for salespersons' customer orientation and implications for customer-oriented selling: Empirical evidence from India
Authors: Singh, Ramendra
Koshy, Abraham
Keywords: Construct
Customer orientation
Customer-oriented selling
Scale development
Issue Date: 2011
Publisher: SCOPUS
Journal of Global Marketing
Series/Report no.: 24(3)
Abstract: Recent studies have highlighted the limitations in the applicability of the selling-versus-customer orientation scale as a measure of a salesperson's customer orientation. Therefore, few scholars call for new research on identifying the underlying dimensions of customer-oriented selling and for developing a new scale. This study provides a new conceptualization of a salesperson's customer orientation and develops and validates a multidimensional scale to measure it. This scale, SALCUSTOR, uses multiple samples of data from salespersons from India. SALCUSTOR assesses the degree to which a salesperson (a) provides relevant and correct information to his/her customers, (b) understands and learns the underlying needs of the customers, and (c) maintains relationships with customers and thinks about their long-term benefits. We establish the reliability, convergent, discriminant, and nomological validity of SALCUSTOR. Managers can use SALCUSTOR to identify specific gaps in the three dimensions of customer-oriented selling behaviors of the salespersons, using appropriate intervention strategies. © Taylor & Francis Group, LLC.
Description: Singh, Ramendra Kumar, Indian Institute of Management Calcutta, W-404 New Teaching Block, D. H. Road, Joka, Kolkata 700104, India; Koshy, Abraham, Indian Institute of Management Ahmedabad, Vastrapur, Ahmedabad, India
ISSN/ISBN - 08911762
DOI - 10.1080/08911762.2011.592456
Appears in Collections:Marketing

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