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DOI: 10.33226/1231-7853.2020.11.1
JEL: M31

Customer orientation from the perspective of top managers

Customer orientation is still the basic and integral competence of a modern organization, and therefore remains a topic of interest to many researchers. When attempting to systematize knowledge regarding customer orientation, three basic directions of scientific exploration can be distinguished: customer orientation as a business philosophy, customer orientation as an area of activity and customer orientation as a concept of value building. It should be emphasized that customer orientation, regardless of the approach, remains within the scope of managerial activity. The aim of the study is to determine the perception of customer orientation by top managers and to identify selected factors that determine their orientation.

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Keywords: customer orientation; top manager; determinants of customer orientation



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