This study revisits one of the most widely used concepts in marketing - customer orientation (CO) - in the context of the Russian emerging market. Analysis of three sets of survey data, combined with insights from in-depth interviews with industry experts, suggest that customer orientation in the Russian market consists of two distinct dimensions: customer-centric strategy and customer service delivery. Both dimensions contribute to firms’ ability to serve their customers, adapt to their market environment, and optimize growth and profitability. However, the relative impact of the two dimensions of CO does differ across diverse types of performance outcomes, suggesting that both are critical in a firm's quest to improve its overall business performance.

Original languageEnglish
Pages (from-to)457-467
Number of pages11
JournalJournal of Business Research
Volume86
DOIs
StatePublished - 1 May 2018

    Research areas

  • Business performance, Customer orientation, Customer service delivery, Customer-centric strategy, Emerging markets, Russia

    Scopus subject areas

  • Marketing

ID: 9446658