The “Sales Orientation‐Customer Orientation (SOCO)” scale, is a popular and insightful measure used for determining the degree to which salespeople have a long‐term‐oriented, customer‐focused selling approach. Endeavours to investigate applicability of the SOCO scale in the context of the pharmaceutical industry’s salesperson‐general practitioner relationship. Found that the SOCO scale possesses reliability. Furthermore, discovers a significant rift between a salesperson’s perception of his/her orientation and their customer’s perception of his/her particular orientation.
Gillis, C., Pitt, L., Robson, M. and Berthon, P. (1998), "Communication in the salesperson/customer dyad: an empirical investigation", Marketing Intelligence & Planning, Vol. 16 No. 2, pp. 100-106. https://doi.org/10.1108/02634509810209623Download as .RIS
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