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Understanding Proactive Customer Orientation

Name: Understanding Proactive Customer Orientation
Brand: Springer Fachmedien Wiesbaden
SKU: 05296067
Price: 19818 HUF
Availability: InStock
Author: Dennis Herhausen
ISBN: 9783834931016

Construct Development and Managerial Implications

Dennis Herhausen

Language

English

Book Paperback

Libristo code: 05296067

Publishers Springer Fachmedien Wiesbaden, August 2011

Dennis Herhausen examines how managers can successfully probe latent needs and uncover future needs... Full description

Libristo code: 05296067

136 b

19 818 Ft

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Dennis Herhausen examines how managers can successfully probe latent needs and uncover future needs of customers, labeled as proactive customer orientation. To answer this question, three stages of research are deployed: (1) An exploratory study investigating two different dimensions of proactive customer orientation, (2) a quantitative study investigating consequences, antecedents, and factors that moderate the effects of proactive customer orientation, and (3) a qualitative study investigating situation-specific recommendations on how to increase proactive customer orientation. Overall, a systematic change process is developed to guide managers that aim to increase their company's proactive customer orientation.