Communication in the salesperson/customer dyad: an empirical investigation

Communication in the salesperson/customer dyad: an empirical investigation The “Sales Orientation‐Customer Orientation (SOCO)” scale, is a popular and insightful measure used for determining the degree to which salespeople have a long‐term‐oriented, customer‐focused selling approach. Endeavours to investigate applicability of the SOCO scale in the context of the pharmaceutical industry’s salesperson‐general practitioner relationship. Found that the SOCO scale possesses reliability. Furthermore, discovers a significant rift between a salesperson’s perception of his/her orientation and their customer’s perception of his/her particular orientation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Communication in the salesperson/customer dyad: an empirical investigation

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634509810209623
Publisher site
See Article on Publisher Site

Abstract

The “Sales Orientation‐Customer Orientation (SOCO)” scale, is a popular and insightful measure used for determining the degree to which salespeople have a long‐term‐oriented, customer‐focused selling approach. Endeavours to investigate applicability of the SOCO scale in the context of the pharmaceutical industry’s salesperson‐general practitioner relationship. Found that the SOCO scale possesses reliability. Furthermore, discovers a significant rift between a salesperson’s perception of his/her orientation and their customer’s perception of his/her particular orientation.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Apr 1, 1998

Keywords: Customer orientation; Marketing communications; Salesforce; Sales management; Sales methods

References

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