A dual perspective of customer orientation: a modification, extension and application of the SOCO scale
International Journal of Service Industry Management
ISSN: 0956-4233
Article publication date: 1 May 1997
Abstract
The importance of customer orientation has been widely discussed although few studies have specifically measured this construct. Describes a study that compares the service providers’ self‐perception of customer orientation with customer perceptions of this dimension in a health care setting where both nurses and patients are surveyed. Customer orientation is measured using a modified SOCO scale adapted to a hospital context. Finds significant differences between the nurses’ and patients’ mean scores for the customer orientation scale (COS). Discusses an analysis of scale item differences together with item variation between patient groups. Suggests that two dimensions may exist within the customer orientation construct, information exchange and professional relationship. Discusses the managerial implications of these results.
Keywords
Citation
Daniel, K. and Darby, D.N. (1997), "A dual perspective of customer orientation: a modification, extension and application of the SOCO scale", International Journal of Service Industry Management, Vol. 8 No. 2, pp. 131-147. https://doi.org/10.1108/09564239710166254
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited