ABSTRACT
As mentioned above, this main idea doesn’t seem to be a problem. It is readily admitted that there exists a relation between customer-orientation and the company’s performance (sales, profitability, customer loyalty through repeat purchasing, etc.), as confirmed by studies on service quality and customer satisfaction in the service sector. Many industrial companies have put programs into place that build their employees’ customer focus. Such programs may be related to the marketing function or the quality function, in any case with the support of top management.
