Bakar, Zarir Abu
(1999)
Measuring Customer Orientation Of Salespeople: A Study
On Housebuyers.
Masters thesis, Universiti Sains Malaysia.
Abstract
This study examines the perception of customer orientation of salespeople
among housebuyers. Buying a house is a very complex task involves financial risk to
the buyer, thus, the primary objective of this study is to assess the degree which
housebuyers rate salespeople as being customer oriented and examining. The
relationship between customer orientation and buyer satisfaction. Four dimensions
used to measure customer orientation include; responsiveness, ability to fulfil buyer's
needs, assistance to buyers on purchase and after sales service. These four dimensions
of customer orientation were measured upon 82 research respondents. Statistical tests
and analysis were conducted to observe differences, if any, between respondent
belonging to variety of socio-economic and demographic characteristics.
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