PERSONAL LEVEL CUSTOMER ORIENTATION IN RUSSIAN DIRECT SELLING MARKET Cover Image

OSOBNA RAZINA ORIJENTACIJE NA POTROŠAČA NA RUSKOM TRŽIŠTU DIREKTNE PRODAJE
PERSONAL LEVEL CUSTOMER ORIENTATION IN RUSSIAN DIRECT SELLING MARKET

Author(s): Alexander Rozhkov
Subject(s): Economy
Published by: CROMAR (Hrvatska zajednica udruga za marketing) i Ekonomski fakultet Zagreb
Keywords: customer orientation,Russia,direct sales,person-to-person relations

Summary/Abstract: In the modern world the importance of customer orientation cannot be underestimated. It hugely impacts the overall business perforance, as well as separate areas of business-customer interaction. In this paper, we examine the role of personal level relations and customer orientation in the direct selling industry in the Russian market. Based on a sample of over 6000 participants in 74 regions of Russia, we develop a model revealing the factors that defi ne the level of customer orientation in personal level interactions.

  • Issue Year: 26/2014
  • Issue No: 1
  • Page Range: 7-23
  • Page Count: 16
  • Language: English
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