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  1. 1 Rozhkov A.

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Personal Level Customer Orientation in Russian Direct Selling Market

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Rozhkov A.
Market - Tržište
|
2014
|
vol. 26
|
issue 1
EN
In the modern world the importance of customer orientation cannot be underestimated. It hugely impacts the overall business performance, as well as separate areas of business-customer interaction. In this paper, we examine the role of personal level relations and customer orientation in the direct selling industry in the Russian market. Based on a sample of over 6000 participants in 74 regions of Russia, we develop a model revealing the factors that define the level of customer orientation in personal level interactions.
HR
U suvremenom svijetu važnost orijentacije na potrošača ne smije se podcijeniti. Ona u velikoj mjeri utječe na sveukupne poslovne rezultate kao i na odvojena područja u interakciji poduzeća s potrošačem. U radu istražujemo ulogu odnosa na osobnoj razini i orijentacije na potrošača u djelatnosti direktne prodaje na ruskom tržištu. Na temelju uzorka od 6000 ispitanika iz 74 ruske regije, razvili smo model koji otkriva čimbenike koji određuju razinu orijentacije na potrošača na osobnoj razini interakcije.
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