Contemporary Conceptualization of Customer Orientation in Indian Banking and Financial Services

Abstract

Changing approaches to marketing and selling of products and services, have brought into focus customer-oriented behaviour of sales people. Especially when the product involves demonstration of higher product knowledge, combined with the ability to help customers to meet their needs. The research empirically addresses the problem of determining the behaviour, which must be manifested in salesperson's customer orientation to support functional and relational outcomes. The objective of this research is to determine specific salesperson behaviour, from a competency perspective, in the context of a service setting of banking and financial services and present a contemporary conceptualization. By integrating existing stream of studies and perception of sales people involved in selling financial products and services, the authors outline the behaviour and present a new conceptualization of customer orientation. The practical application is to help managers understand the behaviour that salespeople need, to develop sales team, facilitating customer relationships, leading to higher sales performance.