The SOCO Scale: A Measure of the Customer Orientation of Salespeople
1982/08/01 by Robert Saxe, Barton A. Weitz · 1,552 citations
Business, Management and Accounting · Mathematics · #Business #Computer science #Corporate Identity and Reputation #Customer Service Quality and Loyalty #Customer advocacy #Customer orientation #Customer satisfaction #Data mining #Job Satisfaction and Organizational Behavior #Marketing #Mathematics #Measure (data warehouse) #Nomological network #Orientation (vector space) #Quality (philosophy) #Scale (ratio) #Service quality
paper · doi:10.1177/002224378201900307
published in Journal of Marketing Research 19(3), 343-351 (SAGE Publishing)
openalex publication_date 1982/08/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/05
Abstract
The concept of customer orientation in salespeople is defined, a scale is developed to measure the degree to which salespeople engage in customer-oriented selling, and the properties of the scale are reported. A test of the nomological validity indicates the use of customer-oriented selling is related to the ability of the salespeople to help their customers and the quality of the customer-salesperson relationship.
Citations
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