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Personal Level Customer Orientation in Russian Direct Selling Market

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  • Alexander Rozhkov

    (Graduate School of Management, St. Petersburg University, Russia)

Abstract

In the modern world the importance of customer orientation cannot be underestimated. It hugely impacts the overall business performance, as well as separate areas of business-customer interaction. In this paper, we examine the role of personal level relations and customer orientation in the direct selling industry in the Russian market. Based on a sample of over 6000 participants in 74 regions of Russia, we develop a model revealing the factors that define the level of customer orientation in personal level interactions.

Suggested Citation

  • Alexander Rozhkov, 2014. "Personal Level Customer Orientation in Russian Direct Selling Market," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 26(1), pages 7-22.
    • Handle: RePEc:zag:market:v:26:y:2014:i:1:p:7-22
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    File URL: http://hrcak.srce.hr/file/182224
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    References listed on IDEAS

    as
    1. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    2. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
    3. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. "Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 78-90, June.
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    Cited by:

    1. Ales Lukman & Tina Vukasovic, 2022. "A Conceptual Model of Consumer Behavior when Purchasing Fixed Telecommunications Connections," Digital Transformation: The Harmonic Convergence of People, Culture, Process, and Technology in the New Normal,, ToKnowPress.

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