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  • Специфика клиентоориентированности компаний на российском рынке: результаты эмпирического исследования

Article

Специфика клиентоориентированности компаний на российском рынке: результаты эмпирического исследования

Гулакова О. В., Ребязина В. А., Смирнова М. М.

The purpose of this paper is to broaden current view of customer orientation by exploring the specific forms of customer orientation in the Russian market. The investigation of the particularities of the customer orientation in Russia is in line with the current trends in marketing theory and instrument development and their adaptation to emerging markets. The new complex scale to measure the customer orientation consisting of 24 indicators was adopted from the different customer orientation scales used in the developed markets. Then a quantitative survey based on an adopted complex questionnaire was conducted. The research sample includes 313 managers from a cross-sectional sample of the Russian companies from various regions. The sample includes both b2b and b2c companies producing both products and services. The article includes a factor and cluster analysis that shows that forms of customer orientation are common for the Russian market. Empirical results of the cluster analysis shows that some specific forms of customer orientation are widely found in emerging Russian market and the characteristics of the customer orientation differ dramatically from those on developed markets. Research limitations include the limitations of the quantitative method approach. The sample of 313 companies cannot be representative for the whole general population of the Russian companies. Also mixed-method approach can be applied to investigate the specifics of the customer orientation of the Russian companies in details. The limited amount of research focused on customer orientation in the Russian market outlines a poor level of marketing development of the Russian companies. This paper sheds the light to the specifics of customer orientation in the Russian context. The cluster analysis shows that some specific forms of customer orientation are widely found in emerging Russian market. The paper provides researchers and practitioners with the insights into customer orientation specifics existing in the Russian market. This knowledge can be also helpful for foreign companies entering the Russian market. Although considerable research has been devoted to marketing in developed markets, little attention has been paid to marketing in emerging markets. Previous research has shown that customer orientation concept is not well-studied in the context of the Russian market. The complex scale was tested for the first time in the Russian market. The analysis shows that some specific forms of customer orientation are widely found in emerging Russian market and the characteristics of the customer orientation differ dramatically from those on developed markets.