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

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

Research output: Contribution to journalArticleScientificpeer-review

33 Citations (Scopus)


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 languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Issue numberMay
Pages (from-to)457-467
Number of pages11
Publication statusPublished - 20.11.2017
MoE publication typeA1 Journal article - refereed


  • 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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