Customer orientation: construction and validation of the CUSTOR scale Available to Purchase

The notion that creating and retaining a satisfied customer should be the primary purpose of business is central to strategic marketing thinking (Drucker, 1954; Deshpande et al., 1993). Drucker (1954) asserts that:

An increasing number of studies have recently focused on the concept of market orientation with the aim of understanding the impact of some of its components such as customer orientation on organizational performance. Some studies were interested in a direct causal relationship between market orientation and organizational performance, whereas others looked at the impact of intervening variables on the purported relationship. Research has indicated that market orientation has...