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Measuring customer orientation of a salesperson: Modifications of the soco scale
Author(s) -
Tadepalli Raghu
Publication year - 1995
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220120303
Subject(s) - scale (ratio) , respondent , psychology , customer orientation , confirmatory factor analysis , marketing , discriminant validity , order (exchange) , social psychology , business , psychometrics , developmental psychology , internal consistency , physics , finance , quantum mechanics , political science , law , service (business)
Abstract This article addresses modifications made to the Michaels and Day (1985) version of the SOCO (selling orientation customer orientation) scale. Two modifications were made on the basis of pilot interviews conducted with industrial buyers. First, the scale items were changed to refer to a particular salesperson rather than salespeople. Second, the 9‐point scale was changed to a more conventional 7‐point scale. Further, in order to provide all respondents with the same frame of reference, scale instructions were modified to refer to the respondent's most recent buying situation. Scale properties were evaluated using the updated paradigm suggested by Gerbing and Anderson (1988). Unidimensionality of the scale was insured through the use of a confirmatory factor analysis program. The reliability of the scale is higher than that reported by Saxe and Weitz (1982), and Michaels and Day (1985). Convergent and discriminant validity were also assessed. The scale as modified in this article can be used to assess buyers' perceptions of salespeople and could provide sales managers with a means of assessing long‐term aspects of a salesperson's performance. © 1995 John Wiley & Sons, Inc.