haku: @freeterm market orientation / yhteensä: 6
viite: 4 / 6
| Tekijä: | Chen, S-C. Quester, P. G. |
| Otsikko: | Developing a value-based measure of market orientation in an interactive service relationship |
| Lehti: | Journal of Marketing Management
2005 : SEP, VOL. 21:7 - 8, p. 779 808 |
| Asiasana: | marketing customers |
| Vapaa asiasana: | customer value market orientation measure |
| Kieli: | eng |
| Tiivistelmä: | The article develops a value-based scale in order to assess market orientation; both qualitative and quantitative research approaches are applied here. In the scale development process the shared views of both front-line employees and customers were used. The first stage of the study including qualitative methods resulted in a preliminary construct containing both concepts of customer value and market orientation. The second qualitative phase of the study validated the developed measures and provided support for the proposed construct. |
SCIMA