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Keywords: Service employees
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Journal Articles
Customer orientation in highly relational services
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Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2020) 38 (2): 209–223.
Published: 08 August 2019
...Javier Morales Mediano; José L. Ruiz-Alba Purpose The purpose of this paper is to investigate the antecedents, importance, and consequences of the customer orientation of service employees (COSE) in highly relational services (HRS). This study challenges the traditional vision of COSE and its sole...
