Customer focus in a service context. The case of real estate agents

Customer orientation is the focus of this paper. The primary purpose of the underlying study is to measure the customer focus of real estate agents.

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...

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