Customer orientated leader – contribution to future research

Urszula Widelska (), Marta Jarocka (), Laima Jesevičiūtė-Ufartienė () and Živilė Jezerskė ()
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Urszula Widelska: Bialystok University of Technology, Poland
Marta Jarocka: Bialystok University of Technology, Poland
Laima Jesevičiūtė-Ufartienė: Vilnius Gediminas Technical University (VILNIUS TECH), Lithuania
Živilė Jezerskė: Vilnius Gediminas Technical University (VILNIUS TECH), Lithuania

Entrepreneurship and Sustainability Issues, 2021, vol. 8, issue 3, 40-52

Abstract: Both leadership and customer orientation are widely described in management sciences. As independent cognitive categories, they are a frequent subject of research. Customer orientation is still evolving mainly due to the dynamics of changes in the company's environment. The perception of the company as a system and being at the same time a visionary, a strategist and a decision-maker and having an impact on the employees’ subject is responsible for the client's benefits and the creation of its value resulting from building a relationship. This is the role of the leaders in enterprises. The assumption of such an assumption is justified, because in practice marketing orientation means creating a company mission based on values significant for the client, ensuring the participation of all employees in creating growing values for the client and including it in the process of creating value. Nowaday we can talk about a customer-oriented leader. The aim of the study is to identify types of customer-oriented leaders in the commercial and service sector, and to systematize knowledge in terms of leadership and customer orientation. The choice of the sector resulted from the often close and direct relationships that take place in the exchange process. Methods of the research: quantitative studies Computer Assisted Web Interviewing (CAWI), monographic/descriptive method, cluster analysis.

Keywords: leadership; customer orientation; trade and service sector; innovations (search for similar items in EconPapers)
JEL-codes: M12 M31 M51 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:8:y:2021:i:3:p:40-52

DOI: 10.9770/jesi.2021.8.3(3)

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