Personal Level Customer Orientation in Russian Direct Selling Market

Alexander Rozhkov ()
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Alexander Rozhkov: Graduate School of Management, St. Petersburg University, Russia

Tržište/Market, 2014, vol. 26, issue 1, 7-22

Abstract: In the modern world the importance of customer orientation cannot be underestimated. It hugely impacts the overall business performance, as well as separate areas of business-customer interaction. In this paper, we examine the role of personal level relations and customer orientation in the direct selling industry in the Russian market. Based on a sample of over 6000 participants in 74 regions of Russia, we develop a model revealing the factors that define the level of customer orientation in personal level interactions.

Keywords: customer orientation; Russia; direct sales; person-to-person relations (search for similar items in EconPapers)
Date: 2014
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