Antecedents of customer-orientated behaviour within a service firm
Introduction It has been widely noted in prior literature that customer-oriented behaviour (or customer orientation) creates greater long-term performance benefits for the company relative to sales-oriented selling (or sales orientation) (Thakor & Joshi, 2005). Prior research proposes that customer-oriented behaviours lead to the development of long-term relationships between the organization and its customers that are … Read more