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Understanding Proactive Customer Orientation

Construct Development and Managerial Implications

  • Book
  • © 2011

Overview

Authors:
  1. Dennis Herhausen
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Table of contents (7 chapters)

  1. Front Matter

    Pages I-XVII
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  2. Introduction

    • Dennis Herhausen
    Pages 1-12

  3. Conceptual Development

    • Dennis Herhausen
    Pages 13-34

  4. Scale Development

    • Dennis Herhausen
    Pages 35-56

  5. Hypotheses Development

    • Dennis Herhausen
    Pages 57-76

  6. Hypotheses Testing and Results

    • Dennis Herhausen
    Pages 77-101

  7. Creating Proactive Customer Orientation: A Managerial Roadmap

    • Dennis Herhausen
    Pages 102-145

  8. Conclusions

    • Dennis Herhausen
    Pages 146-156

  9. Back Matter

    Pages 157-186
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Keywords

About this book

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.

About the author

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.

Bibliographic Information

  • Book Title: Understanding Proactive Customer Orientation

  • Book Subtitle: Construct Development and Managerial Implications

  • Authors: Dennis Herhausen

  • DOI: https://doi.org/10.1007/978-3-8349-6891-3

  • Publisher: Gabler Verlag Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2011

  • Softcover ISBN: 978-3-8349-3101-6Published: 31 August 2011

  • eBook ISBN: 978-3-8349-6891-3Published: 31 August 2011

  • Edition Number: 1

  • Number of Pages: XVII, 186

  • Number of Illustrations: 10 b/w illustrations

  • Topics: Marketing

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