Customer orientation

Purpose: The purpose of this paper is to investigate the criteria of successful salespersons, which is important to enhance in store customer experience. Method: Employed two phase sequential exploratory design, qualitative and quantitative data were collected using purposive sampling technique. For qualitative analysis, 11 sales experts with at least 4 years working experience were interviewed and the data were analyse using thematic analysis. For quantitative analysis, 20 physical education and sports science students were chosen as respondents. Criteria and sub-criteria is weighted quantitatively using Fuzzy AHP and analysed using MATLAB software. Results: From the qualitative analysis, 4 criteria’s (customer orientation, information knowledge, ethical behaviour, and personal characteristics) and 11 sub-criteria were identified. From the quantitative analysis, ranked were provided whereby customer-orientation with a weight of 0.2647 were in the first rank, information knowledge is at the second rank with 0.2556 weight, ethical behavior is at the third rank with 0.2450 weight, and personal characteristics is at the last rank with 0.2347 weight. Conclusions: The findings of this paper are important for sports retail industry, to revamp their sales and marketing strategies. With enhanced understanding regarding consumer needs, sports retailer can sell their products in a more effective manner to increase their market share.

The purpose of this study was to investigate the effect of reliable leadership and Job crafting on customer orientation and service recovery performance in Sepah Bank in Khuzestan province. The present research is practical in terms of purpose and is descriptive survey research in terms of research method. Research data using a standard integrated questionnaire to measure reliable leadership variable with 16 items of standard questionnaire of Walumbwa et al. (2008), to measure customer-oriented performance variable with 7 items of Dimitriadis standard questionnaire (2007) to measure performance variable Service retrieval with 5 items of the standard questionnaire of Babakos et al. (2003) and to measure the variable of Job crafting with 21 items of the standard questionnaire of Thames et al. (2012) were collected in the form of Likert scale. The statistical population of the study was 605 employees of Sepah Bank in Khuzestan province, which according to Cochran's formula, 235 people randomly formed the volume of the research sample. Cronbach's alpha of the numerical value of this coefficient for the standard questionnaire was generally 0.835. SPSS and AMOS statistical software were used for an inferential analysis of research data. The results showed that, given that the critical ratio is equal to 4.486, which is more than 1.96, reliable leadership has a positive effect on customer orientation; also, given that the critical ratio is 2.646, we conclude that reliable leadership has a positive effect on service recovery performance; given that the critical ratio is 6.158,

Today's organizations are not superior in terms of technology and product differentiation due to rapid changes and intense competition. Meanwhile, the main factor of their success is their human resources. The purpose of this research is to evaluate the effects of brand orientation on customer orientation and employee behavior. The statistical population of this research is all employees of sportswear stores in Mazandaran province. According to Morgan's table, the sample size was equal to 67 people. The sampling method of the present study was a simple random sampling. Then, data has been collected using a questionnaire tool. Using convergent validity, the validity of the research was confirmed. Its reliability was confirmed through Cronbach's alpha test. In this research, the Kolmogorov-Smirnov test was used to determine the normality of the data distribution. The path analysis method was used to test the hypotheses. Data analysis has been done using Excel software and SPSS and PLS software. The results of this research showed that brand orientation has a significant effect on employees' customer orientation and brand-oriented behavior of employees. Employee customer orientation has a significant effect on employee customer orientation behavior. Finally, the customer-oriented behavior of employees has a significant effect on the brand-oriented behavior of employees. It is suggested to the managers and officials of the country that by raising the needs and problems of the customers from the employees in their organization and answering the customers' questions correctly and trying to influence the customers by providing them with the desired information in order to help the customers to achieve their goals. have the necessary