Analysis

The Personal Customer Orientation Scale was developed to measure employees’ attitudes and orientation toward customers. The scale evaluates various aspects of customer orientation, such as emotional involvement, customer service, relationship management, and problem solving.

Objective

The objective of the scale is to provide a detailed measurement of personal orientation toward customers. Understanding this orientation helps organizations identify strengths and weaknesses in customer service and develop strategies to enhance customer service, which can lead to increased customer satisfaction and loyalty.

Calibration

Calibration is carried out using a Likert scale, where participants rate their agreement with various statements related to aspects of personal customer orientation.

References

Kwortnik, R. J., & Thompson, G. M. (2009). Unifying Service Marketing and Operations with Service Experience Management. Journal of Service Research, 11(4), 389-406.
Schneider, B., & Bowen, D. E. (1995). Winning the Service Game. Harvard Business Review Press.
Gabbott, M., & Hogg, G. (2000). Consumer Perceptions of Service Quality: An Introduction. Journal of Marketing Management, 16(7), 873-888.