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Understanding Proactive Customer Orientation: Construct Development and Managerial Implications   ebook

Understanding Proactive Customer Orientation: Construct Development and Managerial Implications Ebook

 By Dennis Herhausen

 Language: English

 Publish Year : 1970

 

Download Understanding Proactive Customer Orientation: Construct Development and Managerial Implications

 

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E-Book readable online or download on PDF DJVU TXT DOC MP3 CFM mobi and more formats for PC PDA MAC IPAD IPHONE Nook Kindle Android Tablets mobile phone and more devices. You can find AUDIO Books in mp3 formats



E-Book review:
Dennis Herhausen examines how managers can successfully probe latent needs and uncover future needs of customers, labeled as proactive customer orientation. To answer this question, three stages of research are deployed: (1) An exploratory study investigating two different dimensions of proactive customer orientation, (2) a quantitative study investigating consequences, antecedents, and factors that moderate the effects of proactive customer orientation, and (3) a qualitative study investigating situation-specific recommendations on how to increase proactive customer orientation. Overall, a systematic change process is developed to guide managers that aim to increase their company's proactive customer orientation. Dr. Dennis Herhausen completed his doctoral thesis under the supervision of Prof. Dr. Marcus Schögel at the Institute of Marketing at the University of St. Gallen.

 

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