Customer Orientation of the Company

What it measures

A six-item scale measuring the degree to which a consumer perceives a company as genuinely oriented toward understanding and fulfilling customer needs rather than pursuing purely transactional or self-serving goals. Items span goal-facilitation, best-interest orientation, need assessment, product fit to needs, open communication about needs, and reliable responsiveness to needs. The scale operationalises customer orientation at the company level — the organisational-level counterpart to salesperson-level customer orientation scales.

Representative items

• This company tries to help customers achieve their goals.
• This company has the customers' best interest in mind.
• Customers can count on this company to take action to address customers' needs.

Citation

Dahl, Darren W., Christoph Fuchs, and Martin Schreier (2015). Why and when consumers prefer products of user-designed product lines. Journal of Marketing, 79(1), 65–78. [Applied by: Song, Ruixue, Jihye Jung, and Yingjiao Xu (2021). Journal of Retailing, 97(1), 161–175.]