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Regular version of the site

Article

Personal Level Customer Orientation in Russian Direct Sales Market

Trziste. 2014. Vol. 26. No. 1. P. 7-22.

In modern world the importance of customer orientation (CO) cannot be underestimated. It hugely impacts the overall business performance as well as separate areas of business-customer interaction. In this paper we examine the role of personal level relations and customer orientation in direct sales industry (DS) on the Russian market. Based on a large scale survey (over 6000 participants in over 74 regions of Russia we develop a model revealing the factors that define the level of customer orientation in personal level interactions.