OSOBNA RAZINA ORIJENTACIJE NA POTROŠAČA NA RUSKOM TRŽIŠTU DIREKTNE PRODAJE
PERSONAL LEVEL CUSTOMER ORIENTATION IN RUSSIAN DIRECT SELLING MARKET
Author(s): Alexander RozhkovSubject(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.
Journal: MARKET/TRŽIŠTE
- Issue Year: 26/2014
- Issue No: 1
- Page Range: 7-23
- Page Count: 16
- Language: English
