Customer orientation as a multidimensional construct: Evidence from the Russian markets

Maria M. Smirnova; Vera A. Rebiazina; Johanna Frösén

doi:10.1016/j.jbusres.2017.10.040

Customer orientation as a multidimensional construct: Evidence from the Russian markets

Maria M. Smirnova, Vera A. Rebiazina, Johanna Frösén

Marketing, Helsinki

Research output: Contribution to journal › Article › Scientific › peer-review

34 Citations (Scopus)

Abstract

This study revisits one of the most widely used concepts in marketing - customer orientation (CO) - in the context of the Russian emerging market. Analysis of three sets of survey data, combined with insights from in-depth interviews with industry experts, suggest that customer orientation in the Russian market consists of two distinct dimensions: customer-centric strategy and customer service delivery. Both dimensions contribute to firms' ability to serve their customers, adapt to their market environment, and optimize growth and profitability. However, the relative impact of the two dimensions of CO does differ across diverse types of performance outcomes, suggesting that both are critical in a firm's quest to improve its overall business performance.

Original language	English
Peer-reviewed scientific journal	Journal of Business Research
Volume	86
Issue number	May
Pages (from-to)	457-467
Number of pages	11
ISSN	0148-2963
DOIs	https://doi.org/10.1016/j.jbusres.2017.10.040
Publication status	Published - 20.11.2017
MoE publication type	A1 Journal article - refereed

Keywords

512 Business and Management
Customer orientation
Customer-centric strategy
Customer service delivery
Business performance
Emerging markets
Russia
Marketing Logics and Strategizing

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Customer orientation as a multidimensional construct: Evidence from the Russian markets

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Keywords

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