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- Title
Former les managers à l'orientation client: le rôle clé de la prise de perspective.
- Authors
Auriacombe, Brigitte; Melkonian, Tessa
- Abstract
The objective of this research is to study the reactions of employees when listening to the voice of the customer, a practice considered important in initiating employees to customer orientation. A qualitative study was carried out involving managers from different positions, which showed that listening to customers can be undertaken from three perspectives. Each perspective leads both to a different understanding of customer experience, and to different abilities to elaborate concrete actions meeting the needs of customers. These findings, analyzed through the lens of social perspective taking theory, revealed several psycho-sociological mechanisms that underlie listening to the voice of the customer. The paper concludes by elaborating managerial recommendations for companies wishing to develop customer orientation in their organization.
- Publication
Décisions Marketing, 2020, Issue 99, p97
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.099.97.112