Handbook of Management Scales/Customer orientation

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Customer orientation[edit | edit source]

Description[edit | edit source]

Narver & Slater’s (1990) scale was used to measure customer orientation.

Items[edit | edit source]

Please rate the extent to which the following items describe your logistics organization:

  • We have a very good understanding of customer needs.
  • There is a high commitment to serving customers’ needs.
  • We have very clear objectives regarding customer satisfaction.

Items were measured with a 7-point Likert scale ranging from “1 = I strongly disagree” to “7 = I strongly agree”.

Source[edit | edit source]

  • Bühler/Wallenburg/Wieland (2016): Accounting for External Turbulence of Logistics Organizations via Performance Measurement Systems. Supply Chain Management: An International Journal, Vol. 21, No. 6

Comments[edit | edit source]

The scale was used as a control. No reliability indicators were reported for this scale.

Customer orientation (AVE = 0.70; CR = 0.91)[edit | edit source]

Description[edit | edit source]

Based on a comprehensive scale development and validation procedure, the authors find support for a five-dimensional scale to measure customer-based corporate reputation of a service firm: customer orientation, good employer, reliable and financially strong company, product and service quality, and social and environmental responsibility.

Definition[edit | edit source]

Customer orientation is defined as the customers’ perceptions about the degree to which the company and employees go to satisfy customer needs, and puts the customers at the center of its focus.

Items[edit | edit source]

  • Has employees who are concerned about customer needs. (0.73)
  • Has employees who treat customers courteously. (0.74)
  • Is concerned about its customers. (0.70)
  • Treats its customers fairly. (0.68)
  • Takes customer rights seriously. (0.67)
  • Seems to care about all of its customers regardless of how much money they spend with them. (0.65)

Source[edit | edit source]

Related Scales[edit | edit source]