The SOCO Scale: A Measure of the Customer Orientation of Salespeople

Robert Saxe; Barton A. Weitz

doi:10.1177/002224378201900307

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The SOCO Scale: A Measure of the Customer Orientation of Salespeople

Robert Saxe¹; Barton A. Weitz²

¹ Doyle Dane Bernbach/West, Inc. · ² University of Pennsylvania

Journal of Marketing Research 1982

The concept of customer orientation in salespeople is defined, a scale is developed to measure the degree to which salespeople engage in customer-oriented selling, and the properties of the scale are reported. A test of the nomological validity indicates the use of customer-oriented selling is related to the ability of the salespeople to help their customers and the quality of the customer-salesperson relationship.

DOI: 10.1177/002224378201900307
Volume: 19 (3)
Pages: 343-351
Language: en
Export: BibTeX
Sources: crossref