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Measuring Customer Orientation of Salespeople: A Replication with Industrial Buyers
Ronald E. Michaels and Ralph L. Day
Journal of Marketing Research
Vol. 22, No. 4 (Nov., 1985), pp. 443-446
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151589
Page Count: 4
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A national sample of purchasing professionals was used to replicate the SOCO scale with buyers assessing the customer orientation of salespeople who call on them. The results are almost identical to those obtained when salespeople assessed their own degree of customer orientation, except that buyers' mean ratings are substantially lower than salespersons' mean ratings.
Journal of Marketing Research © 1985 American Marketing Association