Customer Orientation Scale (Retail Manager-Rated)

What it measures

Three-item store manager-rated scale measuring the extent to which a retail store is committed to customers, creates customer value, and understands customer needs—all assessed relative to competitors. Adapted from Narver and Slater (1990) and reframed at the store level with a competitive comparison framing. One item (‘Our store sets customer satisfaction objectives’) removed during item purification.

Representative items

• Relative to our competitors, our store is committed to customers.
• Relative to our competitors, our store tries to create customer value.
• Relative to our competitors, our store understands customer needs.

Citation

Homburg, C., Hoyer, W. D., & Fassnacht, M. (2002). Service orientation of a retailer’s business strategy: Dimensions, antecedents, and performance outcomes. Journal of Marketing, 66(4), 86–101.