engleski

Measuring customer orientation: applying customers' approach

Present study offers new insight in researching customer orientation. Therefore, purpose of this research is to propose new scale for exploring customer orientation from customer’s point of view. Customers form their opinions about certain organizations customer-orientation based on different influences. Based on literature research a new scale for measuring customer orientation from customer point of view, that is perceived customer orientation, is proposed. // Hence, perceived customer orientation is explored as multidimensional construct. It is consisted of products/services that satisfy customers, friendly employees and value adding relationships. Taking into account Jarvis, MacKenzie and Podsakoff (2003) conditions, the perceived customer-orientation construct should be modelled as a formative construct. Research context is set in mobile telecommunications. // Results of the research indicate that selected items have adequate level of reliability at individual items level. Furthermore, convergent as well as discriminant validity of the latent constructs is noticed. Model is cross-validated and similar results were obtained. Hence, perceived customer orientation scale can be applied as adequate scale for exploring customer orientation from customer point of view. Implications of the results are discussed and recommendations for further research are offered.

perceived customer orientation; formative construct; mobile telecommunications

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