Understanding Proactive Customer Orientation: Construct Development and Managerial Implications
Dennis Herhausen
Dennis Herhausen examines how managers can successfully probe latent needs and uncover future needs of customers, labeled as proactive customer orientation. To answer this question, three stages of research are deployed: (1) An exploratory study investigating two different dimensions of proactive customer orientation, (2) a quantitative study investigating consequences, antecedents, and factors that moderate the effects of proactive customer orientation, and (3) a qualitative study investigating situation-specific recommendations on how to increase proactive customer orientation. Overall, a systematic change process is developed to guide managers that aim to increase their company's proactive customer orientation.
درجه (قاطیغوری(:
کال:
2011
خپرونه:
2011
خپرندویه اداره:
Gabler
ژبه:
english
صفحه:
205
ISBN 10:
3834931012
ISBN 13:
9783834931016
فایل:
PDF, 754 KB
IPFS:
,
english, 2011
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