Measures a customer's perception that a salesperson adopted a problem-solving approach, acted in the customer's best interests, and recommended products best suited to their needs. Used in a field study of 537 salesperson–customer interactions across 28 car dealership chains in 11 cities. Adapted from a five-item customer orientation subscale by Thomas, Soutar, and Ryan (2001), which was itself derived from the SOCO scale (Saxe & Weitz 1982). Distinct from the similar Wieseke, Alavi & Habel (2014) version (ID 673), which uses different item phrasing and comes from a different study.
Alavi, S., Wieseke, J., & Guba, J.H. (2016). Saving on discounts through accurate sensing – Salespeople's estimations of customer price importance and their effects on negotiation success. Journal of Retailing, 92(1), 40–55.
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