Commercial organization staff's customer centricity: the level of development and relationship with staff's communicative and emotional

Keywords: commercial organizations, staff, customer orientation, basic components of customer orientation, level of customer orientation, staff's communication characteristics; staff's emotional characteristics

Abstract

The article analyzes the results of empirical research related to the levels of development of the main components and index of staff's customer orientation in commercial organizations. Among the commercial organization staff's customer orientation components, which were found to be at low levels, the most developed component was "'following customer orientation standards and using special technologies". It was followed by much less developed "organization's customer orientation policies and staff empowerment" and "staff' customer orientation training and encouraging". Only one in four respondents had a customer orientation index at high level. Commercial organization staff's communication and emotional characteristics were shown to have statistically significant positive relationships with some of staff's customer orientation components and customer orientation index (increased levels of staff's customer orientation-relevant characteristics corresponded to the increased levels of each of the staff's customer orientation components and index).

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Published
2020-08-21
How to Cite
Karamushka, L., & Goncharenko, Y. (2020). Commercial organization staff’s customer centricity: the level of development and relationship with staff’s communicative and emotional . Kyiv Journal of Modern Psychology and Psychotherapy, 1, 11-23. https://doi.org/10.48020/mppj.2020.01.01