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

Robert Saxe and Barton A. Weitz
Journal of Marketing Research
Vol. 19, No. 3 (Aug., 1982), pp. 343-351
DOI: 10.2307/3151568
Stable URL: http://www.jstor.org/stable/3151568
Page Count: 9
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The SOCO Scale: A Measure of the Customer Orientation of Salespeople
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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.

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