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When do customers perceive customer centricity? The role of a firm’s and salespeople’s customer orientation

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Habel, Johannes, Kassemeier, Roland, Alavi, Sascha, Haaf, Philipp, Schmitz, Christian and Wieseke, Jan (2020) When do customers perceive customer centricity? The role of a firm’s and salespeople’s customer orientation. Journal of Personal Selling & Sales Management, 40 (1). pp. 25-42. doi:10.1080/08853134.2019.1631174

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Official URL: http://doi.org/10.1080/08853134.2019.1631174

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Abstract

The concept of customer centricity is frequently debated by sales and marketing researchers and practitioners. However, to date no validated scale exists that measures to what extent customers perceive companies as customer centric. Against this backdrop, drawing on prior literature, qualitative interviews, and a customer survey (N = 246), the authors develop and validate a measurement scale for perceived customer centricity. In addition, using matched survey and financial data from industrial customers (N = 1,089), the authors examine antecedents and consequences of perceived customer centricity. Results show that customers perceive firms as customer centric if the supplier is customer oriented on both the overall firm level and the salesperson level. Furthermore, perceived customer centricity is strongly linked to customers’ loyalty intentions and objective sales revenue, particularly if customers perceive a firm to exhibit high prices. Thus, this article equips managers with a validated and easy-to-use measurement that allows monitoring a firm’s progress toward customer centricity.

Item Type: Journal Article
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HF Commerce
Divisions: Faculty of Social Sciences > Warwick Business School > Marketing Group
Faculty of Social Sciences > Warwick Business School
Library of Congress Subject Headings (LCSH): Customer relations , Customer relations -- Management, Relationship marketing
Journal or Publication Title: Journal of Personal Selling & Sales Management
Publisher: Routledge
ISSN: 0885-3134
Official Date: 1 March 2020
Dates:
DateEvent
1 March 2020Published
15 July 2019Available
8 June 2019Accepted
Volume: 40
Number: 1
Page Range: pp. 25-42
DOI: 10.1080/08853134.2019.1631174
Status: Peer Reviewed
Publication Status: Published
Publisher Statement: “This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Personal Selling & Sales Management on 15/07/2019 available online: http://www.tandfonline.com/10.1080/08853134.2019.1631174
Access rights to Published version: Restricted or Subscription Access

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