Customer Orientation of Cognitive Organizational System Scale

What it measures

Thirteen-item scale measuring the extent to which an organisation’s information processing activities are oriented toward customers. Covers four sequential facets: generation (systematically gathering customer data), dissemination (sharing it cross-functionally), analysis (periodically interpreting it), and storage (maintaining it in systems and documents). Used as item parcels (sub-scale means) in structural models. The dominant driver of customer-related responsiveness was the affective rather than this cognitive system.

Representative items

• We systematically and constantly gather information about our customers.
• Members of different departments regularly meet to analyze customer-related changes.
• We regularly and systematically store and update information about our customers in the corresponding information systems.

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.