Original scientific paper

Personal Level Customer Orientation in Russian Direct Selling Market

Alexander Rozhkov ; Graduate School of Management, St. Petersburg University, Russia

Abstract

In the modern world the importance of customer orientation cannot be underestimated. It hugely impacts the overall business performance, 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 define the level of customer orientation in personal level interactions.

Keywords

customer orientation; Russia; direct sales; person-to-person relations

Hrčak ID:

123359

URI

https://hrcak.srce.hr/123359

Publication date:

24.6.2014.

Article data in other languages: croatian

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