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The SOCO Scale: A Measure of the Customer Orientation of Salespeople

Journal of Marketing Research · 1982 · Vol. 19(3) · pp. 343–351

Robert Saxe✉Barton A. Weitz(California 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.

Customer Service Quality and Loyalty Corporate Identity and Reputation Job Satisfaction and Organizational BehaviorCustomer orientationNomological networkScale (ratio)Measure (data warehouse)BusinessMarketingCustomer satisfactionCustomer advocacyQuality (philosophy)Orientation (vector space)

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