Abstract
Abstract Although training can improve customer orientation in logistics personnel, recruiting employees who possess enduring personality traits that stimulate customer-oriented behaviors will greatly help logistics organizations to carry out the marketing concept. This research examined the relationship between personality traits and customer orientation using the five-factor model of personality and the SOCO scale for customer orientation. Data for this study were collected as part of a larger multi-organizational job classification study sponsored by the Council of Supply Chain Management Professionals. Responses were gathered from 354 respondents in 43 logistics organizations.
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