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A dual perspective of customer orientation: a modification, extension and application of the SOCO scale

Kerry Daniel (University of Technology, Sydney, Australia)
David N. Darby (University of Technology, Sydney, Australia)

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

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MCB UP Ltd

Copyright © 1997, MCB UP Limited