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  • Оценка клиентоориентированности компании: разработка комплексной шкалы и ее адаптация к условиям российского рынка

Article

Оценка клиентоориентированности компании: разработка комплексной шкалы и ее адаптация к условиям российского рынка

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

Specific features of the emerging markets challenge the use of approaches designed for developed markets in emerging markets. Customer orientation as one of the key concepts of contemporary marketing requires a rethinking in the context of emerging markets. The purpose of the article is to develop a tool for a complex evaluation of the company’s customer orientation level adapted to the Russian market. The empirical study includes mixed qualitative-quantitative design: at the first stage we conducted a quantitative survey with representatives of 239 companies operating in the Russian market, at the second - 62 in-depth interviews. For the analysis of quantitative data we used an explanatory factor analysis (EFA) and confirmatory factor analysis (CFA). As a result the four factorial scale model consisting of 14 indicators was obtained. Drawing on in-depth interviews analysis, the scale was supplemented by the indicators expressing the specifics of customer orientation on the Russian market.