Читать книгу A Customer-oriented Manager for B2B Services - Valerie Mathieu - Страница 15

Customer orientation can be expected to trigger positive attitudes and behaviors from the customer. Customer satisfaction is of course the most important consequence of customer orientation. As a corollary to this satisfaction, the customer’s positive word of mouth is more active and thus has an impact on the company’s reputation. Customer loyalty is also easier to build from a stronger customer relationship (Mullins et al. 2014). Knowledge of markets, consideration of customer expectations and preferences makes it possible for the company to develop and perform better services (Hartline et al. 2000).

The employee, immersed in a customer-oriented culture, should more naturally engage in building strong and lasting relationships with the customer. It is the values, attitudes and behavior of the customer-oriented employee that will increase the customer’s trust and encourage the latter to behave cooperatively with the service provider (Poujol and Siadou-Martin 2012). It is, therefore, not surprising that customer orientation is an approach that is now in demand in the sales context (Julienne and Banikema 2017).