CUSTOMER FOCUS IN A SERVICE CONTEXT. THE CASE OF REAL ESTATE AGENTS
Ingrid van Rijn, Yvonne van Everdingen, Peter Risseeuw, andEnno Masurel The Economic and Social Institute, Free University Amsterdam, The Netherlands
THEORETICAL BACKGROUND AND HYPOTHESES
Definitions of market orientation abound in the field of marketing. Kohli, Jaworski and Kumar (1993) distinguish three main themes among the various definitions of market orientation:
- customer focus,
- coordinated marketing, and
- profitability.
In their own research into the subject, they conducted field interviews with managers and came up with three basic components of market orientation...