Customer Orientation of Affective Organizational System Scale

What it measures

Seven-item scale measuring the extent to which customer orientation is embedded in an organisation’s values, beliefs, and norms—the affective or cultural system. Items tap awareness of customers’ importance to success, emphasis on customer-related activities, customer-oriented culture, customers as a focal point, customer-based strategy, awareness of evolving customer needs, and intent to track customer activities. In the study, this affective system was the dominant driver of customer-related responsiveness, outweighing the cognitive system.

Representative items

• We have a customer-oriented culture.
• Our customers are a focal point of our activities.
• We have a strategy that is based on the understanding of customers.

Citation

Homburg, C., Grozdanovic, M., & Klarmann, M. (2007). Responsiveness to customers and competitors: The role of affective and cognitive organizational systems. Journal of Marketing, 71(3), 18–38.