Toward a Greater Understanding of Proactive Customer Orientation: Construct and Scale Development
Journal
AMA Educators Proceedings
ISSN
1054-0806
ISBN
978-1-61839-652-5
Type
conference paper
Date Issued
2011-08-05
Author(s)
Editor(s)
Noble, S.
Abstract
This work is devoted to the question of how managers can successfully probe latent needs and uncover future needs of customers, labeled as proactive customer orientation. Based on an observation of specialized proactive customer-oriented departments, expert interviews, workshops with managers, and a meta-analysis of existing research, two dimensions of proactive customer orientation are defined, proactive customer-oriented climate and proactive customer-oriented processes. New scales are developed for the two constructs, and the reliability, validity, and generalizability of the second-order measurement models are supported by an empirical study of 218 business-to-business firms and 202 business-to-consumers firms
Language
English
Keywords
Customer Orientation
Market Orientation
Adaptive Foresight
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Delivering Value in Turbulent Times
Publisher
American Marketing Association
Publisher place
New York
Volume
Volume 22
Start page
63
End page
64
Event Title
American Marketing Association Summer Educators' Conference 2011
Event Location
San Francisco, USA
Event Date
05.-07.08.2011
Subject(s)
Eprints ID
104631