Communication in the salesperson/customer dyad: an empirical investigation

Claire Gillis (Westaway Gillis, Pharmaceutical Marketing and Strategy, High Wycombe, UK)
Leyland Pitt (Professor, Cardiff Business School, Cardiff, UK)
Matthew J. Robson (Research assistant, Cardiff Business School, Cardiff, UK)
Pierre Berthon (Senior Research Fellow, Cardiff Business School, Cardiff, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 April 1998


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.

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Copyright © 1998, MCB UP Limited

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