Dennis Herhausen

Understanding Proactive Customer Orientation (eBook, PDF)

Construct Development and Managerial Implications

• Format: PDF

Produktbeschreibung

Dennis Herhausen examines how managers can successfully probe latent needs and uncover future needs of customers, labeled as proactive customer orientation. To answer this question, three stages of research are deployed: (1) An exploratory study investigating two different dimensions of proactive customer orientation, (2) a quantitative study investigating consequences, antecedents, and factors that moderate the effects of proactive customer orientation, and (3) a qualitative study investigating situation-specific recommendations on how to increase proactive customer orientation. Overall, a systematic change process is developed to guide managers that aim to increase their company's proactive customer orientation.

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Produktdetails

• Verlag: Gabler Verlag
• Seitenzahl: 186
• Erscheinungstermin: 31. August 2011
• Englisch
• ISBN-13: 9783834968913
• Artikelnr.: 44616867

Autorenporträt

Dr. Dennis Herhausen completed his doctoral thesis under the supervision of Prof. Dr. Marcus Schögel at the Institute of Marketing at the University of St. Gallen.

Inhaltsangabe

Construct and Scale Development
Structural Equation Modeling and Hierarchical Regression
Performance Implications
Systematic Change Process to Guide Managers