Orientacja na klienta z perspektywy menedżerów najwyższego szczebla

• Authors: Urszula Widelska

Title variants

EN

Customer orientation from the perspective of top managers

Abstracts

EN

Customer orientation is still the basic and integral competence of a modern organization, and therefore remains a topic of interest to many researchers. When attempting to systematize knowledge regarding customer orientation, three basic directions of scientific exploration can be distinguished: customer orientation as a business philosophy, customer orientation as an area of activity and customer orientation as a concept of value building. It should be emphasized that customer orientation, regardless of the approach, remains within the scope of managerial activity. The aim of the study is to determine the perception of customer orientation by top managers and to identify selected factors that determine their orientation

PL

Orientacja na klienta nadal pozostaje podstawową i integralną kompetencją współczesnej organizacji. Dokonując próby systematyzacji wiedzy dotyczącej orientacji na klienta można wyróżnić trzy podstawowe kierunki naukowej eksploracji: orientacja na klienta jako filozofia biznesu, orientacja na klienta jako obszar aktywności oraz orientacja na klienta jako koncepcja budowania wartości. Należy podkreślić, że zorientowanie na klienta, niezależnie od podejścia, pozostaje w zakresie aktywności menedżerskiej. Celem artkułu jest określenie sposobu postrzegania orientacji na klienta przez menedżerów najwyższego szczebla oraz identyfikacja wybranych czynników determinujących tę orientację. Dodatkowym celem jest systematyzacja wiedzy w zakresie orientacji na klienta.

Keywords

PL

orientacja na klienta; menedżer najwyższego szczebla; determinanty orientacji na klienta

EN

customer orientation; top manager; determinants of customer orientation

• Publisher: Polskie Wydawnictwo Ekonomiczne
• Journal: Marketing i Rynek
• Year: 2020
• Issue: 11
• Pages: 3-11

Dates

published

2020

Contributors

author

Urszula Widelska

• Państwowa Wyższa Szkoła Informatyki i Przedsiębiorczości w Łomży

• https://orcid.org/000000024273936X

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Identifiers

DOI

10.33226/1231-7853.2020.11.1

Biblioteka Nauki

2063913