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Original scientific paper

Personal Level Customer Orientation in Russian Direct Selling Market

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


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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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